SBJ/March 21 - 27, 2005/Media

Ad monitor: NCAA Men’s Basketball Championship Selection Show

The NCAA’s Corporate Champion and Corporate Partner companies led the way among advertisers that aired spots during CBS’ coverage of this year’s NCAA men’s basketball tournament selection show, the first step on the road to the 2005 Final Four in St. Louis.
The one-hour program aired at 6 p.m. ET on March 13. Its 5.7/11 overnight rating/share was up 14 percent from last year and the best overnight since a 5.8/11 in 2002.
The feed monitored was that of WBTV in Charlotte. NCAA Corporate Champions and Partners are listed in bold.

 

Company/brand
Total ad time
(no. of ads, if more than one)
Anheuser-Busch (Budweiser Select)
1:00 (2)
Cingular
1:00 (2)
Mercedes
1:00 (2)
Pontiac
1:00 (2)
State Farm
1:00 (2)
The Hartford
1:00 (2)
UPS
1:00 (2)
Applebee’s
0:30 (2)
CDW
0:30
Coca-Cola
0:30
Great Clips
0:30
Hardee’s
0:30
Kraft
0:30
McDonald’s
0:30
Monster.com
0:30
Planters
0:30
T. Rowe Price
0:30
Unilever (Degree For Men)
0:30

 

SPORTS FLAVOR: Pontiac aired a commercial featuring CBS’ Greg Gumbel and ESPN/ABC’s Dick Vitale at a car dealership showing a new Pontiac to female customer in a spot called “March Madness on Wheels.” The Hartford aired an ad that featured former UCLA coach John Wooden voicing over the commercial, with the intro to the ad reading “Coach John Wooden on Trust.”
BROUGHT TO YOU BY: The broadcast included CBS’ Gumbel identifying NCAA corporate partners during the bracket unveiling. Pontiac sponsored the Chicago bracket, Coca-Cola sponsored the Syracuse bracket, Cingular sponsored the Albuquerque bracket and all three (Pontiac, Cingular and Coca-Cola) sponsored the Austin bracket.
COMING UP NEXT: The following CBS promos aired during the broadcast, with the frequency listed parenthetically if more than once: “Cold Case” (2 spots), “60 Minutes” (2), “March Madness,” “Saving Milly,” “Spring Break Shark Attack” and “The Amazing Race.”
Research by Paul Sanford, SportsBusiness Daily
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