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Brands are eager to tap into the massive audience tuning in for Saturday's NCAA Final Four games, but the categories those fans are spending the most money on might surprise you. According to Wunderman—which analyzed 1.87 million social media mentions for its new study on March Madness fans' buying behaviors—they spend the most on children's apparel, toys and baby products.
Overall, NCAA basketball has a younger fan profile than Major League Baseball. The average March Madness fan is male, between the ages of 35 and 39, married with children and has an annual income between $75,000 and $100,000, according to the study.
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