The 2023-24 NCAA men's basketball season proved once again why it's one of the most exciting events in sports — and a golden opportunity for advertisers. According to EDO's Basketball TV Outcomes Report, the men's college game saw year-over-year increases in ad engagement during the regular season and tournament for the second consecutive year.
As the drama of March Madness unfolded, so too did a compelling story of advertising effectiveness. It wasn't just the final games that scored big for advertisers. Throughout the tournament, brands found opportunities to connect with the passionate fan base of college basketball — from Cinderella stories in the early rounds to nail-biting finishes in the later stages.
Which brands cut down the nets in this advertising tournament? And how can TV media buyers prepare for next season’s gameplan? Let’s dive further into the numbers and see how brands used the men’s college game to effectively generate key consumer actions like brand searches and website visits.
Among the top TV advertisers in men’s college hoops were brands in categories ranging from insurance and pharmaceuticals to athletic wear, travel, and snacks. But, most notable is the outsized gains of the very top performers, which were upwards of 500% more effective at driving consumer engagement behaviors than the average NCAA men’s basketball advertiser:
While New Balance came in second overall, it did snag the most effective ad of the NCAA men’s basketball season (as it did in last year’s NBA season as well). The footwear and apparel brand’s “Hoops Fam” ad outperformed the average NCAA men's basketball ad by a staggering 609%. The spot uses a group of emerging superstar players, and a nostalgic 1970s go-go soundtrack (“Hey You” by Experience Unlimited), to forge an emotional connection with fans.
Sometimes it’s helpful to have the data to verify a widely-held hunch. As EDO crunched the round-by-round analysis for the 2024 men’s NCAA tournament, we found that ad effectiveness steadily grew as the competition progressed. The first two rounds saw a 28% lift in likely TV ad engagement, compared to the primetime broadcast and cable TV average, while the championship game scored a 76% jump in likely engagement.
As the basketball stakes get higher, so generally does viewer engagement with ads. But that doesn't mean advertisers should overlook the earlier rounds. While the championship game was the most effective “round” overall, a pair of individual second-round games — Michigan State versus North Carolina, and Utah State against Purdue – managed to outperform it, when compared to the average NCAA tournament game.
The takeaway? Advertisers can look for potential upsets and Cinderella stories in the earlier rounds, which offer a balance of strong engagement and lower ad costs compared to the Final Four and Championship.
As the final buzzer sounds on our analysis, one thing is clear: NCAA men's basketball, particularly March Madness, offers a uniquely powerful platform for advertisers. But success in this high-stakes TV arena requires more than just showing up. It demands a nuanced understanding of how engagement ebbs and flows throughout the tournament, which brands are resonating with fans, and how to capitalize on those early-round Cinderella stories that captivate the nation.
EDO's Basketball TV Outcomes Report is your comprehensive playbook, not just for NCAA college basketball but also NBA and WNBA analysis. Armed with round-by-round engagement analysis, insights into top-performing brands and categories, and data on specific ad creatives, you'll be equipped to make strategic decisions that maximize your ad spend impact.
Whether you're looking to make a splash in the early rounds, build momentum through the Sweet Sixteen and Elite Eight, or go all-in on the Final Four, get the insights you need to craft a winning strategy.