People go mad for March Madness and new research reveals why TV advertisers do, too.
In 2022, 65% of U.S. households tuned into March Madness programming,1 highlighting the widespread attraction of the series. March Madness advertising is also valuable in securing incremental viewership – as 50% of households reached by March Madness programming are uniquely incremental to the campaign.2 This means half of the audience reached with March Madness would not have otherwise been reached by an ad campaign.
Download Effectv’s infographic, Why TV Advertisers Go Mad for March Madness, to learn more.
The March Madness timeframe is small but mighty with its ability to reach wide audiences efficiently. The engaged, live environment captivates viewers and encourages them to gather around the big screen - event those who don't typically consume TV. Given the fragmentation in TV viewing today, this is an incredibly powerful tool for advertisers.
Travis Flood, Director of Insights, Comcast Advertising
Sources:
1. Comcast Aggregated Viewership Data. Dates: 3/17/22 – 4/4/22, Total HHs. Networks: TBS, TNT, TRU, CBS, ESPN, ESPN2, ESPNU. Programs: 2022 NCAA Men’s Basketball & 2022 NCAA Women’s Basketball.
2. Comcast Aggregated Viewership Data combined with Ad Exposure Data. Dates: 3/17/22 – 4/4/22, Total HHs. Networks: TBS, TNT, TRU, CBS, ESPN, ESPN2, ESPNU. Programs: 2022 NCAA Men’s Basketball & 2022 NCAA Women’s Basketball