People go mad for March Madness and new research reveals why TV advertisers do, too.
In 2024, 71% of U.S. households tuned into March Madness programming, with each household watching an average of 10.5 hours over the course of the tournament, highlighting the widespread attraction of the event.1 And in a historic shift, for the first time, the 2024 women’s championship game outdrew the men’s with nearly 4 million additional viewers.2 With audiences tuning in across screens, advertisers have a unique opportunity here to connect with engaged fans on a massive scale.
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 – even those who don't typically consume TV. Given the fragmentation in TV viewing today, this is an incredibly powerful tool for advertisers.
Travis Flood, Executive Director of Insights, Comcast Advertising
Sources:
1. Comcast Aggregated Viewership Data. 3/19/2024 – 4/8/2024. Linear viewership only.
2. The National Collegiate Athletic Association, “The Magic of March: Men’s and Women’s Tournaments Highlight Continued Growth, Impact of College Basketball,” 2024.