The 2024 Simple Truth Thanksgiving Classic, presented by 4PT, delivered an unforgettable spectacle for college basketball, attracting an impressive 5.1 million viewers for the Illinois vs. Arkansas matchup on CBS. This marked the second-highest viewership for a regular-season college basketball game since 2008, following only last year’s Michigan State-Arizona game, which also aired in the highly-coveted post-NFL Thanksgiving Day slot.

For the second consecutive year, college basketball leveraged the massive NFL Thanksgiving audience, solidifying its status as a must-watch for sports fans during the holiday season. This year’s Classic benefitted from an NFL lead-in of over 37 million viewers, transitioning seamlessly from the Bears-Lions game to the hardwood showdown between Illinois and Arkansas.

The matchup featured two powerhouse programs with elite talent and devoted fanbases, making it an ideal follow-up to the Thanksgiving NFL action. Illinois’ connection to the Chicago market, combined with the Bears’ lead-in, only strengthened the game’s appeal. Additionally, the holiday setting amplified out-of-home viewership.

Reflecting on the success of the event, 4PT Founder Niko Bossinakis said, “We’re thankful to have been part of this historic showcase and thrilled by the exposure 4PT received. Illinois and Arkansas are two elite programs with incredible players and coaching staffs. At 4PT, we’re dedicated to elevating the basketball recruiting world with accurate, impactful information that keeps the community connected.”

The Thanksgiving Classic’s success highlights the growing popularity of college basketball and the significance of marquee matchups in prime viewing windows. With 4PT at the forefront of supporting the sport’s growth, the platform continues to play a pivotal role in connecting fans, programs, and the broader basketball community.

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