March ADness

Who’s on Top? – March 20 - 26, 2017

With March Madness well-underway, advertisers have been making a play to reach captive audiences with new ads. Indeed, expenditures for new creatives during the week of March 20th reached $171 million, with NCAA men’s basketball tournament programming accounting for 34% share of spend, or $59 million.

Creative Spotlight

AT&T’s DirecTV wants to keep consumers connected to March Madness throughout the tournament. As an NCAA corporate champion, the company released three new ads featuring sports caster Greg Gumbel and comedian Dan Finnerty.

The duo is featured in situations where people would find themselves unable to watch live sporting events. While Finnerty sings parodied lyrics to the tune of Aerosmith classic “I Don’t Want to Miss a Thing”, Gumbel chimes in to let people know that with this service you can stream March Madness games on a variety of devices – so you never miss a thing.

DirecTV spent $5.9 million of its new creative expenditures for the week placing these ads during NCAA games 21 times. The small remaining portion ($0.7 million) was distributed among 340 occurrences during alternate programming.

Fast Facts: Occurrences during NCAA games – 14; Total occurrences – 15
Spend during NCAA Games – $4.5 million; Total spend – $4.5 million

Fast Facts: Occurrences during NCAA games – 3; Total occurrences – 6
Spend during NCAA games – $1.4 million; Total spend – $1.5 million

Fast Facts: Occurrences during NCAA games – 0; Total occurrences – 326
Spend during NCAA games – N/A; Total spend – $0.7 million

Lowe’s also participated in the on-the-court action with its “Memorable Moments” highlight reels. The home improvement store and NCAA corporate partner since 2005 featured notable accomplishments from past March Madness tournaments in two spots that aired three times total, exclusively during post-season games.

Spend during NCAA games was not nearly as significant for Lowe’s, accounting for only 7% of new creative spend for the week.

Fast Facts: Occurrences during NCAA games – 2; Total occurrences – 2
Spend during NCAA games – $0.4 million; Total spend – $0.4 million

Fast Facts: Occurrences during NCAA games – 1; Total occurrences – 1
Spend during NCAA games – $0.3 million; Total spend – $0.3 million

This data is part of ongoing reporting we release on a weekly basis. Make sure to check back every week for the most recent data, or contact us to learn how you can discover your competitors’ breaking ads on your own in real–time using our AdScope tool. Already an AdScope customer? Log in now and see what your competitors are up to.

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