Every year, the Tobacco Road Rivalry reignites the animosity between Duke and North Carolina fans.
But how many fans actually partake in the hate?
According to a survey released by Public Policy Polling, not that many. The poll indicated that a slightly higher number of North Carolinians will be rooting for North Carolina during Wednesday night's men's basketball game. But of those fans, more Blue Devils supporters admitted "hating" their rival team.
Of 678 surveyed, 35 percent of fans will be rooting for UNC compared with 21 percent pulling for Duke.
Of those partisan fans, about 20 percent of Blue Devils supporters said they "hate" their rival team, while 17 percent of Tar Heel fans expressed that sentiment.
Even among the most loyal supporters on both sides, hatred was confined to less than a majority of fans.
Though UNC boasted more "hardcore" fans by a 20 percent margin, only 29 percent of those admitted hating Duke. Of the 19 percent of "hardcore" Duke fans, 42 percent expressed hatred for its rival.
Even when limited to their opinions of opposing coaches, fans admitted little hatred.
Forty-six percent expressed a favorable opinion of Duke coach Mike Krzyzewski, and North Carolina coach Roy Williams garnered 27 percent.
And despite poor performances by the Tar Heels this season, the poll reported Roy Williams hasn't suffered a meaningful dip in support.