SBD/March 31, 2017/Marketing and Sponsorship

Data Shows NCAA Accounts For 9% Of TV Ad Spending During Women's Basketball Tourney

Leading up to this weekend's women's Final Four, advertisers have spent more than $9.2M in advertising during the women's NCAA Basketball Tournament broadcasts on ESPN's various platforms, according to an SBJ/SBD analysis of iSpot.tv data. There were 203 different brands that have generated 357 unique ads and 1,845 total airings during that span. The NCAA itself has made up more than 9% of all estimated ad spending. Pizza Hut's "Pie Tops" spot, created by Droga5, L.A., and featuring Grant Hill, has aired a tournament-high 59 times. Also see iSpot data from the men's tournament headed into the Final Four.

TOP TV SPENDERS DURING NCAA WOMEN'S TOURNAMENT TELECASTS
BRAND (UNIQUE ADS)
SPOTS (PRIMETIME)
ESTIMATED SPEND
NCAA (7)
128 (52)
$847,341
Capital One* (6)
73 (35)
$743,132
Pizza Hut* (1)
59 (25)
$349,750
U.S. Army (3)
22 (8)
$281,919
Northwestern Mutual* (3)
23 (11)
$276,924
Dick’s Sporting Goods (1)
36 (11)
$260,168
Arby’s (5)
67 (35)
$189,730
Kybella (2)
18 (5)
$175,654
Audi (1)
37 (13)
$144,459
LifeLock (2)
14 (7)
$141,792
TOP ADS DURING NCAA WOMEN'S TOURNAMENT IN TERMS OF TV VALUE
BRAND
SPOT
SPOTS (PRIMETIME)
ESTIMATED SPEND
Pizza Hut*
"Pie Tops"
(featuring Grant Hill)
59 (25 )
$349,750
Dick's Sporting Goods
"Open Everywhere App"
(featuring Romare)
36 (11 )
$260,168
NCAA
"Opportunity"
(featuring Jerry Rice)
24 (9 )
$195,266
NCAA
"Kids"
24 (12 )
$188,695
NCAA
"Opportunity"
24 (10 )
$184,970
NCAA
"Done"
23 (7 )
$160,311
Northwestern Mutual*
"Half"
12 (6 )
$145,337
Kybella
"Ancestors"
16 (3 )
$145,100
Audi
"Monster" (S5 model)
37 (13 )
$144,459
U.S. Army
"Microdrone"
11 (4)
$140,978

NOTE: * = Official NCAA partner.

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