Ohio Univ. Lands Eight-Year Deal With Adidas Could Adidas Buyout UCLA Coach's Contract? Marketplace Roundup NCAA Tourney Viewership Hits 24-Year High Norman Hopes Authentic Deal Grows Brand Globally A’s Sign Fanatics To Run Merchandise At Coliseum NASCAR Adds Hotels For Hope As Partner Costco, Acushnet In Legal Battle Over Golf Balls Wal-Mart To Market In 21 Professional Sports Venues Confederate Protesters Show Up At NCAA Event
SBD/March 18, 2013/Marketing and Sponsorship
Brands Conducting Careful Ambush Marketing Around March Madness, Avoiding Trademarks
Published March 18, 2013
CHARLES IN CHARGE: CDW has launched an extension of its "People Who Get IT" campaign featuring TNT's Charles Barkley. The campaign is entitled "Winning on the Road" and features an ad that began airing this weekend through radio, print and digital media on top of national TV spots. The TV ads will be shown during college basketball games on CBS, TBS, TNT and truTV. Ogilvy & Mather, Chicago, developed the campaign (CDW).
A BILLION AND COUNTING: USA TODAY’s Horovitz cites data from research firm Kantar Media that shows total TV ad revenue for the NCAA tournament “surpassed $1 billion for the first time” last year. Kantar Media “expects it will only get bigger this year on CBS and TBS broadcasts.” No other league's postseason "has hit" the $1B plateau. Ad prices for the NCAA championship game this year "will hit about" $1.4M per 30-second slot (USA TODAY, 3/18).