By Andrew Wallenstein

President and Chief Media Analyst

The halo effect that women's basketball star Caitlin Clark had on ratings will linger for a long time, according to a consumer sentiment survey released days after Sunday's championship game.

Eleven percent of U.S. respondents are more interested in watching NCAA women's basketball if she were playing solely because of Clark's performance, and 13% would watch whether she was playing or not. Additionally, male respondents and younger demos show a stronger interest compared to those who identify as female and older generations.