According to an article on Business Insider’s website, in
2013 the NCAA made March Madness advertising worth $11 billion. Although a non-profit organization, the
NCAA has managed to turn the month of college basketball tournaments into an
overwhelmingly lucrative market for successful advertising. One particular reason why March Madness
stands as an advantageous arena for advertising is the extensive amount of
media coverage that it generates.
Major TV networks, such as CBS, TNT, TBS, and ESPN, broadcast over 12
hours of NCAA tournament coverage.
These are primary, high viewed national networks that are airing college
basketball games, including debate and discussion surrounding the games, which
are also taking place on a national level. Because of the national stage by which the NCAA games are
set, one who is advertising during March Madness is marketing their campaign on
a national stage as well. With
this being said, those seeking to successfully advertise during March Madness
coverage need to ensure that their marketed subject corresponds to the audience
of March Madness, which are primarily males between the ages of 18 and 30. Anything under the categories of
sportswear, shaving, cars, and beer—similar to the ads aired during the
Superbowl—are male-relevant topics that will enlighten and will gain the
interest of the viewers. For
example, Nike products would seem appropriate to advertise during the March
Madness games because they are related to basketball, or simply athletics in
general, which is being aired and thus most likely compliments the interests of
the sports fans watching the games.
Further for a more effective advertising technique, the hypothetical Nike
advertisement could include an NBA player endorsing its product, which brings
the marketed subject closer to the audience.
