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State of the Screens

March Madness Scores Big with TV Advertisers

By April 11, 2019No Comments

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’

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.

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