Advertisers Look To Cash In On NCAA Basketball Tournament
|
CBS’ March Madness
Revenue Up 40% Since '03
|
GM has spent over $400M on TV ads for its Pontiac brand during the NCAA men’s
basketball tournament since ‘00, and companies such as AT&T, A-B and
Coca-Cola “routinely spend” $10-20M each year, according to Tim Lemke
of the WASHINGTON TIMES. TNS Media Intelligence data shows that CBS’ ad
revenue has risen by more than 40% since ’03. More than 83% of the tournament’s
network TV revenue comes from returning advertisers, “many of whom have
multiyear agreements with the NCAA or CBS.” TNS Senior VP/Research Jon Swallen
said of the tournament’s appeal to advertisers, “It’s definitely
a male-driven audience with a pretty desirable demographic. They’re college
educated, tend to be more affluent and are younger. They don’t watch a lot
of TV, and when they do, it’s scattered and fragmented.” Coca-Cola
North America Dir of Communications Susan McDermott said the tournament has a
“very desirable audience because they’re watching games and they’re
not changing channels.” McDermott added that Coca-Cola will “introduce
new commercials for its brands this week, with extra emphasis on targeting young
males with its Coke Zero” (WASHINGTON TIMES, 3/16).
|
Hooters Spot Rejected By NCAA
Finds Way Onto CBS’ Airwaves |
BEHIND THE SCENES: In Indianapolis, Mark Alesia takes a look
inside the NCAA monitoring room and writes the organization rejected a Hooters
TV spot featuring ESPN’s Dick Vitale for the tournament, and it “wasn’t
clear how the ad had made it on the air” yesterday. NCAA Senior VP/Basketball
& Business Strategies Greg Shaheen said membership “thought the characterization
of women was inappropriate.” Alesia adds that the monitoring group also
“time[s] the alcohol commercials to make sure they stayed under the NCAA’s
standard” of one minute per hour, and makes sure the NCAA’s PSAs are
“shown the correct number of times.” NCAA President Myles Brand ate
lunch in the room yesterday and watched the games next to NCAA officiating coordinator
Hank Nichols (INDIANAPOLIS STAR, 3/16).
MILLER LITE: Miller Brewing Co. debuted a series of new 15-second
TV ads for Miller Lite during CBS’ coverage of the tournament on Thursday.
The spots refer to the beverage as the “Ultimate Light Beer by Design”
and replace ads that warned consumer about watered down beer with “GHT”
(MILWAUKEE JOURNAL SENTINEL, 3/16).
|
Related Stories By Company
|
Related Stories By Sport
|
GM, Ford May End Motor City Bowl Support
December 29, 2008 :
SportsBusiness Daily
Chrysler Planning To Cut NASCAR Budget
December 19, 2008 :
SportsBusiness Daily
Bisons' Park Renamed Coca-Cola Field
December 18, 2008 :
SportsBusiness Daily
Toyota, Audi To Sponsor Yankees In '09
December 17, 2008 :
SportsBusiness Daily
GM Undecided On DIS Sponsorship Renewal
December 12, 2008 :
SportsBusiness Daily
|
Many Bowls See Drop In Attendance From '07
January 6, 2009 :
SportsBusiness Daily
UM Fans Occupy More Wheelchair Seats
January 6, 2009 :
SportsBusiness Daily
Hartford Marketing Big East Women's Tourney
January 6, 2009 :
SportsBusiness Daily
Orange Bowl Earns Lowest BCS Rating Ever
January 5, 2009 :
SportsBusiness Daily
Bailed-Out Banks Sponsor Bowl Games
January 5, 2009 :
SportsBusiness Daily
|
|
