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SBD/Issue 128/The Back of the Book
CBS' Nets $4.6B In NCAA Tourney Ad Spending Over Last Decade
Published March 17, 2010
Advertisers have spent $4.55B during CBS' coverage of the men's NCAA basketball tournament over the past decade, according to data from research firm Kantar Media. Total revenue for the '09 tournament was $589M, down 8.5% from '08. It marked the first drop since '01. Still, the men's tournament continues to be the second-most-lucrative sports franchise in terms of national TV ad revenue, bringing in more money than '09 MLB playoffs, '09 NBA playoffs or the '08-09 college football bowl season. Listed below is TV ad spending on CBS from recent years, as well as breakdown of the network's offline vs. online ad revenue (Kantar Media).
|
NCAA D-I MEN'S BASKETBALL CHAMPIONSHIP
AD SPENDING ON CBS |
||
|
YEAR
|
# OF ADVERTISERS
|
TOTAL AD SPEND*
|
|---|---|---|
|
'09
|
81
|
$589M
|
|
'08
|
102
|
$643M
|
|
'07
|
126
|
$520M
|
|
'06
|
104
|
$500M
|
|
'05
|
92
|
$475M
|
|
'04
|
99
|
$451M
|
|
'03
|
95
|
$380M
|
|
'02
|
125
|
$358M
|
|
'01
|
113
|
$318M
|
|
'00
|
75
|
$319M
|
NOTE: * = Includes pregame and postgame programming
|
NCAA D-I MEN'S BASKETBALL CHAMPIONSHIP:
CBS OFFLINE VS. ONLINE AD REVENUE |
||
|
YEAR
|
CBS TV
|
CBS MMOD
|
|---|---|---|
|
'09
|
$589M
|
$30M
|
|
'08
|
$643M
|
$23M
|
|
'07
|
$520M
|
$9M
|
|
'06
|
$500M
|
$4M
|
