Top
POLL POSITION
Best Marketing Events In April 2017
 
pollcode.com free polls
KEEPING SCORE

NFL NETWORK THURSDAY NIGHT FOOTBALL (Exclusive)
Sept. 14
Houston at Cincinnati
Sept. 21
Los Angeles Rams at San Francisco
Nov. 2
Buffalo at New York Jets

CBS THURSDAY NIGHT FOOTBALL
Sept. 28
Chicago at Green Bay
Oct. 5
New England at Tampa Bay
Oct. 12
Philadelphia at Carolina
Oct. 19
Kansas City at Oakland
Oct. 26
Miami at Baltimore


NBC THURSDAY NIGHT FOOTBALL
Nov. 9
Seattle Seahawks at Arizona Cardinals
Nov. 16  
Tennessee Titans at Pittsburgh Steelers
Nov. 30 
Washington Redskins at Dallas Cowboys
Dec. 7
New Orleans Saints at Atlanta Falcons
Dec. 14
Denver Broncos at Indianapolis Colts
Mon. Dec. 25
Pittsburgh Steelers at Houston Texans
CBS/NBC Games will be simulcast on NFL Network and streamed live on Amazon Prime

WHAT YOU SAY!?

ESPN’s 2017 Monday Night Football Schedule
Preseason
Thurs, Aug. 17
Tampa Bay Buccaneers at Jacksonville Jaguars 8 PM ET
Mon, Aug. 21
New York Giants at Cleveland Browns 8 PM ET

Regular Season (8 PM ET unless indicated)
Sept. 11
New Orleans Saints at Minnesota Vikings 7 PM ET
Los Angeles Chargers at Denver Broncos 10:15 PM ET
Sept. 18
Detroit Lions at New York Giants
Sept. 25
Dallas Cowboys at Arizona Cardinals
Oct. 2
Washington Redskins at Kansas City Chiefs
Oct. 9
Minnesota Vikings at Chicago Bears
Oct. 16
Indianapolis Colts at Tennessee Titans
Oct. 23
Washington Redskins at Philadelphia Eagles
Oct. 30
Denver Broncos at Kansas City Chiefs
Nov. 6
Detroit Lions at Green Bay Packers
Nov. 13
Miami Dolphins at Carolina Panthers
Nov. 20
Atlanta Falcons at Seattle Seahawks 
Nov. 27
Houston Texans at Baltimore Ravens 
Dec. 4
Pittsburgh Steelers at Cincinnati Bengals
Dec. 11
New England Patriots at Miami Dolphins
Dec. 18
Atlanta Falcons at Tampa Bay Buccaneers
Dec. 25
Oakland Raiders at Philadelphia Eagles

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

Geico: 'Guardians Vol. 2' (iSpot.tv Top Ads Below)

 

COLLEGE

Coaches Make ACS Call
NCAA Plans '18 Final 4
Final Four '22 In NOLA
Cancer Drives Home
Nissan House Open

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Tuesday
Mar152016

With $1.9B Ad Revenue, CBS, Turner Find It's Not Madness To Market During March

By Barry Janoff

March 15, 2016: It is not out of the realm of reality to talk about billions when discussing the NCAA Men's Div. I Basketball Tournament.

In 2010, CBS, which has carried the tournament since 1982, co-signed with Turner Sports a 14-year deal, valued at $10.8 billion, with the NCAA for March Madness coverage.

Since 2005, the tournament has generated more than $8.7 billion in marketing, promotions and related activations from nearly 300 different marketers, according to research and media intelligence firm Kantar Media, NY.

And in 2015 alone, March Madness generated a record $1.19 billion in TV ad spend.

Calling it "Marketing Madness,” Kantar said, "The NCAA has successfully monetized the sporting event through media rights fees and corporate sponsorship payments while creating a platform for marketers to reap benefits from advertising and promotional programs anchored around the games."

"Entering the sixth year of our 14-year deal, we have exceeded all expectations, including revenue, sales, marketing, ratings and digital," said David Levy, president for Turner Sports. "There's been an evolution in which marketers realize how important this three-week long event is. You rarely get that type of viewer and marketing concentration in sports over an extended period."

According to Kantar Media, last year's $1.19 billion in TV ad spend was a 4.8% increase from 2014. The figure includes pre-game, game and post-game programming, as well as studio shows.

The Top Ten advertisers in 2015, of which seven were NCAA partners, spent $444.4 million on 2,103 units.

The list was topped by General Motors, which spent $93.3 million on 390 units.

Also in the Top Ten: AT&T ($75.2 million, 418 units), Capital One ($44.8 million, 186 units), Berkshire Hathaway ($41.4 million, 197 units), Coca-Cola ($40.9 million, 188 units), Southwest Airlines ($33.7 million, 163 units), Samsung ($31.2 million, 124 units), Nissan ($18.4 million, 133 units), Unilever $27.9 million, 168 units) and Allstate ($27.9 million,126 units).

AT&T, Capital One and Coca-Cola are NCAA top-tier champion partners.

All but Berkshire Hathaway, Southwest and Samsung are NCAA partners.

NCAA corporate partners include Allstate, Amazon Echo, Microsoft's Bing, Buffalo Wild Wings, GM's Buick, Enterprise, Infiniti, Lowe's, LG, Nabisco, Northwestern Mutual, Reese's, Unilever and UPS.

Some 28.3 million people watched all or part of Duke defeat Wisconsin in the NCAA title game on CBS last season, with an average of 11.3 million for the entire game, making it the highest-rated March Madness championship game in 18 years.

Two semi-final games on TBS averaged 18.9 million, up 35% and most in 19 years.

This year, for the first time, the national championship game will be on TBS, part of the deal in which the title game will now alternate between TBS and CBS.

During the past few years, annual spending growth has been pacing at 2%-to-5%, with about 80-90 marketers buying air time per year, according to Kantar Media.

Thirty-second spots in the two semi-final games and title game this year are going for average $1.6 million.

In 2015, the average was $1.56 million. Prior to that: 2014 $1.5 million, 2013 $1.42 million, 2012 $1.34 million, 2011 $1.24 million, 2010 $1.22 million, 2009 $1.2 million, 2008 $1.24 million, 2007 $1.25 million and in 2006 $1.12 million average for a 30-second spot.

Among the companies that already have broken March Madness-related ads are Capital One (starring Charles Barkley, Spike Lee and Samuel L. Jackson), AT&T, Allstate, Coca-Cola, Bud Light, Buick, Dove Men+Care,  and Buffalo Wild Wings.

Last year, the Top Five categories spent $681.5 million, or 57.3% of the total spend, on marketing.

That was topped by automotive, totaling $213.5 million (18%), led by GM, Infiniti and BMO (all NCAA partners).

The Top Five also included telecom ($147.8 million, 12.4%), led by AT&T, Samsung and Dish Network; restaurants ($110.9 million, 9.3%) headed by Buffalo Wild Wings, Burger King and Taco Bell; financial services ($109.9 million, 9.3%), led by Capital One, Northwestern Mutual and Quicken Loans; and insurance ($94.2 million, 8.4%), with the most spends coming from Geico, Allstate and Nationwide.

According to Turner Sports, which manages March Madness Live, the 2015 tournament generated record levels of online consumption. That included 80.7 million live video streams (+ 17% versus 2014) and 17.8 million hours of live video consumption  watched (+19% percent versus 2014).

According to Kantar Media, advertisers cannot buy the March Madness Live audience by itself. Sales are bundled with linear TV ad packages and many of the TV sponsors do not appear in the online video casts.

Among marketing activations, Capital One is title sponsor for the Bracket Challenge and Microsoft's Bing will be the "official bracketologist" for March Madness.

Fan Fest will be presented by Capital One in the George R. Brown Convention Center. It includes the the AT&T Fan Zone, Buffalo Wild Wings Sports Lounge, Buick Arena, autographic sessions via NCAA March Madness Your Way presented by Burger King, Coca-Cola NCAA Youth Clinics.

Final Four Friday is presented by Reese's, which includes practices open to the public and the College All-Star Game.

The NCAA Final Four Music Festival includes the AT&T Block Party (April 1), Coca-Cola Music (April 2) and the Capital One JamFest (April 3).

How Far Would Teams Go For A March Madness Win?

Charles, Spike, Samuel L. Back For Tourney Journey

CBS, Turner Top March Madness Marketing Goals

Back to Home Page