This Day On The Street
Continue to site
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

March Madness Is the New Super Bowl

The Final Four already makes ad revenue in three games what baseball's World Series couldn't manage in four in 2012 ($153 million) or five in 2010 ($191.2 million). The NFL's broadcast partners can still command $4 million per Super Bowl ad, but the nearly $1.5 million that CBS fetches for the NCAA championship game is still better than what sponsors pay for ads during college football's championship ($1.14 million), baseball's All-Star Game ($550,000), the NBA Finals ($450,000) and the World Series ($450,000). Even the Oscars, which bring in a stunning $1.6 million per ad for Disney's ABC, have never topped $85 million in ad revenue.

That's made the tournament a darling among sponsors, who see it as a low point of entry with high returns. While only 34 parent companies were able to sneak ads into the 2013 Super Bowl, roughly 90 different companies advertised during March Madness that year. Even that number is down from the 125 companies that kicked in for tournament ad time in pre-recession 2007.

It also helps that the NFL doesn't break its playoffs into four major market areas in the South, East, Midwest and West. That regional approach to the tournament give advertisers such as UPS, State Farm Insurance and Buffalo Wild Wings the ability to hit audiences in key NCAA markets and not blow a lot of money getting the word out to the entire country.

Also, putting an entire tournament into an extremely confined timeframe builds fan anticipation and a television following that the pros just can't manage during more than a month of playoffs. Those are 68 teams and 68 fan bases emotionally invested in the game during each round. Combine that with a college basketball viewing audience that among 18- to 35-year-olds who've either just graduated or are finishing up payments on student loans and you have a young, ideal demographic for sponsors that doesn't diminish from year to year. It can survive a few years of blowout championship games and is willing to wait it out until a mid-major eventually wins the whole thing.

The Final Four itself still has a lot of ground to cover before it comes within a whiff of the Super Bowl's earning potential again, but March Madness' audience is already making it a bigger force than pro football. It may not have the big show-stopping finish, but on the aggregate it's the biggest game in town.

Must Read: 5 Greatest Olympic Hockey Finals of All Time

-- Written by Jason Notte in Portland, Ore.

>To contact the writer of this article, click here: Jason Notte.

>To follow the writer on Twitter, go to http://twitter.com/notteham.

>To submit a news tip, send an email to: tips@thestreet.com.

RELATED STORIES:
Jason Notte is a reporter for TheStreet. His writing has appeared in The New York Times, The Huffington Post, Esquire.com, Time Out New York, the Boston Herald, the Boston Phoenix, the Metro newspaper and the Colorado Springs Independent. He previously served as the political and global affairs editor for Metro U.S., layout editor for Boston Now, assistant news editor for the Herald News of West Paterson, N.J., editor of Go Out! Magazine in Hoboken, N.J., and copy editor and lifestyle editor at the Jersey Journal in Jersey City, N.J.
2 of 2

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
SYM TRADE IT LAST %CHG
AAPL $112.76 -0.47%
FB $89.43 -1.74%
GOOG $618.25 -1.92%
TSLA $249.06 0.23%
YHOO $32.24 -2.72%

Markets

Chart of I:DJI
DOW 16,528.03 -114.98 -0.69%
S&P 500 1,972.18 -16.69 -0.84%
NASDAQ 4,776.5080 -51.8170 -1.07%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs