March Madness = Billion Dollar Ad Haul, Loss In Business Productivity
by Wayne Friedman, MediaPost
NCAA “March Madness” tournament -- which will generate well over a billion dollars in advertising revenue for TV networks -- will cause more than a billion dollars in lost business productivity.
The nearly month long college men’s basketball tournament will mean $1.3 billion in lost business productivity among business executives, who will watch the games while at the office, according to a study from out-of-home media company Captivate.
At the same time, analysts say TV advertising spending on CBS and Turner networks, which will air the “March Madness” event, could rise to nearly $1.3 billion this year.
Kantar Media said last year ‘March Madness’ event produced $1.19 billion in TV advertising spending -- with the average price for the 2015 NCAA Championship game growing 5% versus the previous year to $1.56 million.
Biggest advertisers of a year ago included: General Motors, $93.3 million; AT&T, $75.2 million; Capital One, $44.8 million; Berkshire Hathaway, $41.4 million; and Coca-Cola, $40.9 million.
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