March Madness certainly lived up to its name this year with upsets, buzzer-beaters and unforgettable moments galore for both the men’s and women’s tournaments.
The buzz wasn’t just limited to the action on the court. From March 16 through April 3, NCAA Men’s Basketball Tournament games delivered 30.53 billion P2+ TV ad impressions. At the same time, NCAA Women’s Basketball Tournament games delivered 3.85 billion P2+ TV ad impressions from March 17 through April 2, marking an impressive YoY increase of 85%.
Here are just a few TV advertising takeaways from the men’s tournament:
- From March 16-April 3, the NCAA Men’s Basketball Tournament accounted for 14.4% of P2+ TV ad impressions (by far the No. 1 programming in that time frame).
- AT&T once again led all brand advertisers during men’s March Madness games, with 4.60% of P2+ TV ad impressions.
- Automakers were the most-seen of any advertiser industry (11.59% of impressions), with 15 different brands appearing at least once, though Nissan and Buick led the pack.
Some TV ad highlights from the women’s tournament include:
- From March 17-April 2, the NCAA Women’s Basketball Tournament accounted for 2.06% of P2+ TV ad impressions, up big from 1.08% in 2022.
- Automakers made a greater investment in this year’s women’s tournament, accounting for 11.49% of P2+ TV ad impressions (up from 9.76% last year).
- Buick led the way among all brands during the event, with 5.12% of P2+ TV ad impressions (up from 2.09% last year).
Want to learn more about TV ad impressions and viewership from this year’s March Madness action? Get iSpot’s latest report today.