By Jonathan Baker and Angela Mertz, EGC’s Vice President of Integrated Media As football fans wind down from the Super Bowl, basketball fans are getting psyched for March Madness. This year will be especially memorable—for colleges, students, and brands. The National Collegiate Athletic Association (NCAA), as well as the towns and cities of the colleges that are participating, have a lot to look forward to. Many Viewing Options for Sports Fans The March Madness event, consisting of 67 college basketball games, began last week and is available for viewing on quite a few networks and platforms. Sports fans have the option to watch the games on CBS, TBS, TNT, and truTV, as well as connected television (CTV) and mobile platforms. Such a wide range of viewing choices matches the rush among brands that wish to be seen. There is an interesting history of how these networks joined forces with March Madness that is worth explaining… Past, Present, and Future In 2011, two media companies—Paramount Global (owner of CBS) and Warner Bros. Discovery (owner of TBS, TNT, and truTV)—were undergoing many challenges. This status changed in 2011 when these companies forged a partnership with March Madness that proved to be, as stated in Forbes, “groundbreaking.” The success of each has steadily increased, and this partnership has been extended to 2032. The number of ads slated for this year will prove to be a banner year for both the media companies and college basketball. Early (and Many) Ad Placements Last week, Media Post interviewed Ryan Briganti, who is the executive vice president and head of sports sales for Paramount Advertising. Mr. Briganti claimed that television advertising sales for this year’s March Madness had been practically sold out, noting how they had picked up earlier this year than past seasons. Industries that dominated the purchase of television ad space for this year’s competition were automotive, financial services, retail, and travel. While brands that advertise benefit from the visibility, the media companies and participating colleges also stand to win—big time. The Rewards to Networks and Colleges This year, incremental ad sales revenue that Paramount Global and Warner Bros. Discovery could earn from March Madness is approximately $1 billion. This is quite a reversal of fortune from 2011, which, as stated, was a challenging time for both companies. The Forbes article notes that college sports also earn a considerable sum of money during this event. For perspective, the total revenue the NCAA earned in 2024 was nearly $1.4 billion. (How much did March Madness account for this total? The same amount that networks earned this year: $1 billion!) If this is impressive, there is a “March Madness ripple effect” that is beneficial on a more local level. Bringing March Madness Home Sports broadcasting among local networks is a competitive battleground. This competition has escalated over the years, thanks to the added influence of social media and streaming platforms. The NCAA tournament, however, has remained unique amid this competition. This is due to a combination of the Association as having “a localized character” among markets that do not experience popular content so close to home. Local stations can therefore devote news features about the participating teams, students, and even fans. In short, the local appeal gets nationwide exposure. Winning All Around With all due respect to the college teams who are competing in March Madness 2025, it’s safe to say that this tournament has already won—for brands, marketers, and local networks and communities. Angela Mertz, Vice President, Integrated Media at EGC, offered these insights about the power and appeal of March Madness: “March Madness consistently delivers unmatched value for advertisers, and this year’s excitement is especially strong locally with St. John’s University winning the Big East. (Yes! Proud alumna right here!) The heightened buzz has drawn even more attention to the tournament, giving brands an incredible opportunity to connect with engaged audiences across multiple platforms.” If this feature has inspired you to increase your brand’s presence—through television, radio, or social platform, among other venues—the media specialists at EGC can guide you. Get in touch with us today. We will help you win the game of increasing your visibility.
