The first two rounds of this year’s NCAA Men’s Basketball Tournament were littered with buzzer-beating moments, big upsets and new TV creatives, too. With March Madness captivating TV audiences every spring, the event is the perfect place for brands to debut new ads and take advantage of one of the largest programs for audience reach all year.
In 2023, the tournament delivered 17.34 billion P2+ TV ad impressions through the first two rounds, and accounts for almost 25% of all P2+ ad impressions during first-airing programming from Mar. 14-19 – and nearly 35% from Mar. 16-19.
AT&T, one of the NCAA Corporate Champions for March Madness, has been the most-seen brand during games, with 4.54% of P2+ TV ad impressions. The long-time tournament advertiser is followed by GEICO (2.50%), Progressive (2.47%) Nissan (2.43%) and Buick (2.32%).
The top industries during the NCAA Men’s Basketball Tournament align with brands typically advertising during tentpole TV events, too. Automakers account for 10.96% of P2+ TV ad impressions during the first two rounds plus the First Four games. Quick serve restaurants are No. 2 (9.93%), then auto & general insurance (8.45%) and wireless services (5.93%).
Some of the top advertisers have also had some of the most-liked ads during March Madness as well. iSpot’s Creative Assessment reveals Pizza Hut, Capital One and Buffalo Wild Wings have aired the most likeable NCAA sponsor ads this March.
For Pizza Hut, the brand’s “Mini Basketball” spot around the Big New Yorker pizza has been a hit with delicious food shots. Meanwhile, Capital One rejoins the madness with its usual star-studded campaign.
“On The Road Again” features Samuel L. Jackson, Charles Barkley, Spike Lee, Jennifer Garner, Jim Nantz and Willie Nelson singing a basketball version of Nelson’s hit of the same name. Creative Assessment respondents found the ad to be one of the most likeable AND attention-grabbing ad creatives of the NCAA Tournament so far, while also finding it funny.
The characters were the single best thing about the spot according to 36% of survey respondents as well, which is a sign that Capital One made the right call leaning on the celebrity-filled roster to anchor the ad.
Want to learn more about how March Madness TV advertisers are making their media and creative investments count in the big tournament? Contact iSpot today for a demo.