Tuning in March Madness at All Costs
Finally, even more important than betting or winning or drinking is watching. CBS and Time Warner have a 14-year, $11 billion contract with the NCAA for the rights to broadcast all of the live games. It seems to be paying huge dividends in ad revenue for the two companies.
According to a new report from Kantar Media, last year March Madness produced over $1 billion in ad revenue plus $60 million in digital ads sold by CBS and Time Warner-owned Turner. That’s more than the playoffs and championship series for the National Football League, National Basketball Association, Major League Baseball and National Hockey League.
This will mark the fourth year of the 14-year collaboration for the two companies, and a 64% increase in ad sales from 2010.
By the way, as you’re watching see if you can keep track of how many Nike swooshes you see on the players. Forty-three of the teams in the tournament are displaying the Nike logo on their uniforms and sneakers. That includes the No. 1 seeds: Florida, Virginia, Arizona and Wichita State
Finally, some people—or should we say men—will go to any length to ensure their spots in front of the big screen. According to a major clinic in Ohio, it performs 40 or 50 more vasectomies a month before and during the 20-day-long tournament. In fact, another clinic in Cape Cod gave away 41 coupons for pizza to vasectomy patients last February and March as part of a promotion.
“A lot of patients come in and say, ‘I have to have this during March Madness, you have to talk to my wife about it. Tell her what my limitations are and that I need to be on the couch,” explained Dr. Ed Sabanegh, chairman of the Department of Urology at the Cleveland Clinic.
Indeed, there will be many winners and losers over the next couple of weeks.
Written by Karen Riccio