The NCAA men’s basketball tournament is an impressive industry. According to president Mark Emmert, March Madness is projected to generate around $771 million in revenue for the National Collegiate Athletic Association this year. In the 2010-11 season, “the dance” brought in $687 million, more than 81% of all revenue generated by the NCAA in total for the season. The bulk of the $771 million that’s coming in 2012, $680 million, is from TV licenses.
For the television networks that spend those millions, though, the investment is worth it. The tournament averaged 10.2 million viewers in 2011. Those aren’t exactly Super Bowl viewership numbers, but considering the tournament is made up of 67 games, not counting the conference championships that precede it, that’s a whole heck of a lot of viewers. Lots of viewers means lots of advertising opportunity.
Which businesses are best taking advantage of the NCAA men’s basketball tournament in 2012? These 10 certainly are making the most of it: