nue to rise, only 16 of the original 68 teams remain in the running to become the 2015 NCAA® men’s college basketball champions.
As we enter into the second half of the four-round event, fans across the nation are closely watching with anticipation as their teams battle it out on the court for victory.
No matter where college basketball fans are – at home, work or in transit – brands can be confident that they will be catching all the action on smartphones, tablets, desktop and television. March Madness® offers an in-depth opportunity for fans to connect with their teams, wear their school colors proudly, and for brands to connect with consumers in a meaningful way using relevant digital advertising.
Kantar Media estimates that the men’s basketball tournament generated $7.5 billion of national TV ad expenditures from 279 different marketers during the past decade (2005-2014). Spending for the 2014 event was estimated at $1.13 billion, up 1.5 percent from the prior year.
Naturally, with these monetary figures, the potential to leverage the attention of viewers and translate their college basketball fixation across screens into a brand awareness win is not lost on advertisers.
Last year, according to TV Everywhere ratings, there was a 42 percent increase in live video streaming of NCAA® March Madness® content bringing the collective total over all platforms to 69.7 million live video streams. Similarly, NCAA® March Madness® Live registered 15 million hours of live video streaming, a new high and up seven percent from 2013.
While March Madness® will certainly deliver its share of excitement on and off the court, the Amobee Brand Intelligence platform analyzed the most talked about teams and brands online as featured on CNBC’s “Squawk Box.”
Detailed highlights from our recent analysis include:
- Most Mentioned Brand Goes To Buffalo Wild Wings®. Few events beckon to be paired with wings and beer more than March Madness®, and Buffalo Wild Wings® leveraged the game’s momentum to capture the attention of wing-eating fans everywhere as the most mentioned brand by a long shot.
- Top Two Official Sponsor Brands are Nationwide® and Taco Bell®. These two brands have maximized their ad spend by leveraging multiple channels to captivate viewers’ attentions through the rounds.
- UAB Blazers fans proved to be the most prolific and positive in Round Two; however, the tournament favorite and undefeated Kentucky Wildcats took the title of Top Team in Round Three, bypassing the other top online performers, the Dayton Flyers, Ohio State Buckeyes and the Wichita State Shockers, as the most beloved and talked about team.
- J. Hunter and Kevin Ware Win Most Talked about Players in Round Two, and Sam Dekker, Tony Parker and Melo Trimble Are top of mind for fans throughout the most recent round, proving a team is more than the sum of its parts. The Top Players in Round Two and Three did not reflect Top Team mentions.
As the tournament heats up, Amobee will continue to monitor content consumption patterns and real-time consumer reactions throughout the sweet 16 games of March Madness® with our proprietary technology that tracks trends, quantifies user sentiment, and drives smarter media decisions for advertisers.