2015 NCAA BASKETBALL

A guide to local advertising opportunities

CONFERENCE CALL

NCAA BASKETBALL INCLUDES COMPETITIVE TEAMS FROM HIGH-PROFILE CONFERENCES:

From coast to coast, NCAA Basketball draws in passionate and loyal fans to the non-stop action of competition.

• The top NCAA Basketball teams will play approximately 300 regular season games (total), great for advertisers seeking frequency in their media buy.

• March Madness is the culmination of the season with an exciting play-off event:

• The top 64 Division 1 teams in the nation square off for the national championship, driving on-air and online audiences surrounding this exciting event in first quarter each year.

• Advertisers can take advantage of the excitement with a multi-product media buy that takes their on-air message to the online audience, driving increased awareness for their brands.

GAMES & POST-SEASON

IT’S GAME TIME

Advertisers beat the buzzer by connecting all season long with College Basketball fans.

WHAT YOU NEED TO KNOW

BEHIND THE BACKBOARDBig-name school and stand-out players make last season memorable.

• The Kentucky Wildcats ended the regular season as the consensus #1 men’s team in the nation, finishing the campaign with a perfect 31-0 record.

• Entering the season as the defending champs and preseason #1 women’s team, the Connecticut Huskies lost just one game all year—an overtime thriller at Stanford—to finish the regular season 29-1.

• In January, the Duke Blue Devils’ Mike Krzyzewski became the first NCAA Division 1 men’s coach to win 1,000 games. A week later, Geno Auriemma won his 900th game with the UConn women, becoming the fastest college coach to do so in either men’s or women’s.

• Wisconsin Badgers senior Frank Kaminsky was named 2015 Naismith Men’s College Player of the Year, while UConn junior Breanna Stewart was named 2015 Naismith Women’s College Player of the Year, repeating her 2014 award.

The regular season captures the attention of fans as each game builds the foundation for something more.

DEMOGRAPHIC SNAPSHOT

MEN’S NCAA BASKETBALL FAN

11%

18%

18%

18%18%

17%

AGE

18-24 25-34 35-44 45-5455-64 65+

36%

35%

15%

12%

HOUSEHOLD INCOME

Under 50K 50 - 100K 100-150K 150K +

73% 23%

4%

HOME OWNERSHIP

Own Rent Other

Source: Scarborough USA Plus Research, Au13-Se14, Total Survey Area, Adults 18+ Target: Sports Watched Cab TV netwks Pst yr.:: College basketball –men’s Population: 242,977,984, Qualitative Population:30,000,556

Nearly 70% male66% have a

college education58% are married

Men’s college basketball attracts an affluent and well-educated audience.

WOMEN’S NCAA BASKETBALL FAN

11%

14%15%

18%

20%

22%

AGE

18-24 25-34 35-44 45-5455-64 65+

43%

33%

13%

9%

HOUSEHOLD INCOME

Under 50K 50 - 100K 100-150K 150K +

69%26%

5%

HOME OWNERSHIP

Own Rent Other

Source: Scarborough USA Plus Research, Au13-Se14, Total Survey Area, Adults 18+ Target: Sports Watched Cab TV netwks Pst yr.:: College basketball –women’s Population: 242,977,984 Qualitative Population: 12,114,108

Nearly 63% maleNearly 60% have a college education54% are married

Women’s basketball reflects the same demographic.

DEMOGRAPHIC SNAPSHOT

College GameDay

WWE Monday Night Raw

2015 NFL Scouting Combine

The Comedy Central Roast

SportsCenter Better Call Saul

• Fox Sports logged over 561k tweets from twitter users during the NCAA Basketball regular season.

• The ESPN family of networks also drew a lot of social activity from twitter users with newcomer SEC drawing 600k tweets, ESPN logging 4.9M tweets, and over 804M impressions.

• 2.3M tweets and 424M impressions were held by twitter users around ESPN for their coverage, with male tweeters 81.5% of the time.

• Savvy marketing plans leverage the engagement of the social audience by extending their message into complementary programming.

1. Source: Millward Brown Digital + Twitter, December 2013Source: SocialGuide Inc. Affinity Report: August 2014 - March 2015. College Basketball Pulled 4/24/15.

NETWORKS & PROGRAMS

SOCIAL TV ENGAGEMENTPeople who tweeted about NCAA BB also tweeted about these:

GENRES CATEGORIES

Sports talk

News

Comedy

Drama

Reality

Football

Horror

LEVERAGE THE “SOCIAL” BUZZ IN YOUR AD SCHEDULE

Programming with a strong social presence increases ad recall by up to 33%.1

NCAA BASKETBALL TOOK IT TO THE HOOP LAST SEASON ON TWITTER.

• FIRST FOUR: MARCH 17TH - 18TH, TRUTV

• ROUND OF 64 – ELITE 8: MARCH 19TH - 28TH, TBS, TNT, TRUTV

• FINAL FOUR: APRIL 4TH, TBS & TNT

YOUR MARCH MADNESS ON-AIR OPPORTUNITY

PREMIERESTuesday, Mar. 17th

6:30pm – 9:00pm ET

Episode Count: TBA

Target Demo: M35+, M55+

National Ratings Household A18-34 A18-49 A25-54 A35-64

First Four 1.1 0.6 0.6 0.7 0.7

Round of 64 1.3 0.8 0.8 0.8 0.8

Round of 32 2.0 1.2 1.2 1.3 1.4

Sweet 16 3.1 1.6 1.8 1.9 2.1

FIRST FOUR TO THE FINAL FOUR ON CABLE

Source: Nielsen National People Meter (NPower); CVG AA%; Live+SD; estimates are based on national program averages from previous two seasons of specified series/event across all networks and are subject to change; actual performance may vary by market, episode, etc.

LEARN MORE

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