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The NCAA (National Collegiate Athletic Association) basketball tournament is underway, and people can access CBS Sports’ up-to-date brackets online. Brackets can be printed out and followed as the tournament continues. The first round lasted from Thursday, March 16 to Friday, March 17, with games running across CBS, TBS, TNT, and truTV. The second round concludes on Sunday, March 19; the ‘Sweet 16’ will be held between March 23-24, while the ‘Elite Eight’ will overlap with the final four days, set for Saturday, March 25 to Sunday, March 26. The final four teams will compete in Houston on Saturday, April 1, and the national championship will be held on Monday, April 3.
The tournament represents a major opportunity to plan and execute a promotional scheme targeting college basketball fans. Campaigns can be focused on various events such as watch parties at sports bars, online promotions, contests for followers, and betting on brackets. For example, SportsLine offers an opportunity for its customers to fill out brackets based on its expert analysis.
The NCAA allows brands to run targeted ads during the tournament. The 196 TV broadcasts air on four different networks; CBS, TBS, TNT and truTV, meaning brands can now reach a wide audience. They can purchase ads on particular games or channels that might be good for their specific target audience. However, the NCAA has strict guidelines for commercials. This year, brands including AT&T, Coca-Cola and Capital One are monitoring their advertisements closely to ensure that they interact positively with viewers. AT&T is placing a focus on its Direct TV over-the-top streaming services, while Capital One is promoting its Quicksilver Card.
The NCAA basketball tournament can also generate substantial revenues for the organizations that own the teams. According to Business Insider, Duke University’s men’s basketball program generated more than $30m in profit, ranking first among all men’s college basketball program in 2015. The Virginia Commonwealth University’s program earned $19m, while the University of Louisville and the University of Kentucky rounded out the top four, generating $18.6m and $16.79m, respectively.
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