March_Madness_court

March Madness Scores Big with TV Advertisers

National TV ad spending on NCAA March Madness by year (YoY growth) according to Kantar:
1)
2013 — $1.12B
2) 2014 — $1.13B (↑ 1%)
3) 2015 — $1.19B (↑ 5%)
4) 2016 — $1.24B (↑ 4%)
5) 2017 — $1.28B (↑ 3%)
6) 2018 — $1.32B (↑ 3%)

Unique advertisers for NCAA March Madness by year (YoY growth):
1)
2013–89
2) 2014–89
3) 2015–96
4) 2016–95
5) 2017–97
6) 2018–99

Viewers for 2018 Men’s Final Four according to Sports Media Watch:
1)
Championship — 16.5M
2)
Early Semi. — 13.4M
3)
Late Semi. — 13.3M

Streaming viewers for 2018 Men’s Final Four (% of total):
1)
Championship — 533K (3.2%)
2) Early Semi. — 250K (1.9%)
3) Late Semi. — 208K (1.6%)

Our prediction: Total streaming grows 12% YoY (600K) accounting for 3.5% of total viewership.

Flashback: March Madness Generates Billions In Ad Spend

More #1: Buffalo Wild Wings Leverages March Madness to Get Back to Sports Bar Roots

More #2: The Business of Zion

More #3: How March went ‘Mad’

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