March Madness®: An Advertising Slam Dunk
It’s nearly that time of year when work productivity plummets, brackets shatter dreams, strangers unite in shouting at their TVs, and Susan from Accounting suddenly has a lot of opinions about free-throw percentages.
It’s chaos. It’s drama. It’s Cinderella stories. It's March Madness®. It’s not just a sporting event — it’s a cultural phenomenon. And for businesses of all sizes, it’s not just a big opportunity — it’s an advertising slam dunk.
Unmatched Audience Energy
The energy during March Madness® is contagious. From die-hard alumni and rivalries to casual fans who picked teams based on mascot coolness, the tournament captivates viewers year after year, but last year was one for the record books.
The 2024 Women’s Tournament took center stage last year, smashing records and stealing the spotlight. For the first time, the women’s championship game averaged more viewers than the men’s title game! The Iowa vs. South Carolina game became the most-watched women’s college basketball game ever and the biggest basketball broadcast since 2019. South Carolina’s 87-75 victory also scored digitally as the most-watched college event ever on ESPN+. Thank you, Caitlin Clark.
Meanwhile, even the men’s championship saw a boost, with 14.82 million tuning in to watch UConn’s repeat win, 75-60 over Purdue, up 4% from 14.69 million in 2023.
Fans Are Glued to Their Screens
Nobody just watches March Madness®. Fans are multitasking. From planning their brackets, viewing the intense games, engaging in online content, to watching highlights — it all adds up to nearly 30 hours of pure dedication by basketball fans.
Because fans are so emotionally invested, the excitement around the tournament often spills over onto social media, allowing small businesses to reach a broader audience through strategic social media campaigns. Avid fans are 30% more likely to engage on social media during the tournament, and these memorable moments often go viral.
Big Screen, Small Screen, Every Screen
Whether fans are catching March Madness® on cable or streaming, one thing is for sure — they’re tuned in. Each year, the tournament drives a surge in cable and streaming viewership. In March 2024, cable TV saw a 43% bump in sports viewing; the tournaments deliver your business unbeatable reach, while streaming delivers precision targeting.
The TV screen continues to be a leader in driving response. March Madness® bracket players are 19% and 17% more likely to respond to an ad by visiting the advertiser’s website, clicking on a banner ad, doing an internet search, buying the product advertised, or calling/visiting the advertiser after seeing on television and streaming, respectively. (1)
This year, 48% of fans plan to watch via traditional TV, 29% will stream on connected devices, and 14% are taking in the action on the go, streaming from their phones or tablets. With audiences spread across multiple platforms, from the living room couch set up to the art of “working” while secretly streaming on their phones, a strategic mix of cable and streaming ensures your brand reaches every fan, regardless of how they tune in.
Spots Are Limited — Don’t Delay
March Madness® only happens once a year, but the opportunities it offers to advertisers are endless. By leveraging the reach of cable TV and the precision of streaming, you can make your brand part of the conversation, the excitement, and the memories of this nationwide obsession through strategic live sports advertising with Optimum Media.
Source: 1) 2023 AudienceSCAN® study of US online adults 18+, SalesFuel, Inc.