Skip to main content

Screen Wars Thought Leader Interviews are also available on

SpotifyApple PodcastGoogle Podcast
State of the Screens

March Madness 2022 Revenue: By the Numbers

By March 18, 2022No Comments


Big question #1: How does the NCAA make money?

Quick answer: March Madness accounts for ≈ 80% of total revenue.

Big question #2: What share of the NCAA’s revenue comes from media rights?

Quick answer: ≈ 74%


Recent media rights deals (% change) for NCAA March Madness, according to Indianapolis Business Journal:
1) 1994 – 7-years @ $1.7B → $247M/year
2) 2003 – 11-years @ $6.0B → $545M/year (↑ 121%)
3) 2010 – 14-years @ $10.8B → $771M/year (↑ 41%)
4) 2016 – 8-years @ $8.8B → $1.1B/year (↑ 43%)

Big question #3: Who are favorites in this year’s tournament?

Quick answer: Gonzaga, Kentucky, and Arizona.

Big question #4: Which schools spend the most money on basketball?

Quick answer: Duke and Kentucky.

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.