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article image'March Madness' to deliver largest ad dollar draw in its history

By Michael Krebs     Mar 24, 2014 in Business
The 2014 NCAA post-season "March Madness" is upon us, and this year's nearly three-week tournament will likely be the biggest yet in terms of advertising revenue.
The NCAA college basketball post-season tournament, known affectionately as "March Madness," began this week, and, as USA Today reported, this year's competition is expected to be the largest advertising revenue generator in the history of the nearly three-week long competition.
The annual tournament is unpopular with managers who are concerned about productivity drop-off, as staffers sneak out for longer lunches to catch the action. However, marketers are betting on more than their brackets, (more detail on this is provided here in the podcast that parallels this story), and their advertising investments are proving to be the broadest to date.
Sixty-eight teams will compete over a nearly three-week period, and the games will be carried across TBS, CBS, TNT, and TruTV. From a marketing point of view, this offers a very large canvas in which to deliver a message. It also offers exposure to young men — a notoriously hard to reach demographic — in an environment that is TIVO-free.
In 2013, the tournament attracted $1.15 billion in advertising revenue, and it is expected to top that figure easily this year. In fact, according to Kantar Media and reported by Mashable, last year's NCAA March Madness tournament was the highest grossing post-season sports event among all other post-season sports gatherings — including the NFL, the NBA, Major League Baseball, and the NHL.
More about March madness, Marketing, Advertising, College basketball, NCAA
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