March Madness Audiences: A Slam Dunk for Advertisers

As one of the most-watched sporting events in the U.S., March Madness captivates millions of fans, creating a prime opportunity for advertisers to reach engaged and diverse audiences. Whether fans are tuning in to follow their alma mater or tracking their brackets, the NCAA tournament drives significant viewership across linear TV, streaming, and digital platforms.  

To connect with highly engaged consumers, leveraging an audience-first strategy is essential. With millions of viewers across multiple platforms, advertisers have the unique opportunity to engage with: 

• Loyal Basketball Fans: Enthusiasts who follow NCAA and NBA teams or read basketball articles on sports news sites. 
• Game Attendees: Fans likely to attend NCAA and NBA games including individuals who have recently visited relevant arenas and sports venues. 
• Tech-Savvy Sports Streamers: Millennials and Gen Z viewers who actively stream games across digital platforms or engage with basketball-related content online, such as consumers who play basketball, have researched sports news, or are interested in sports betting.  

Maximizing March Madness Impact with Premium Packages 

Cadent + AdTheorent’s curated Audience Direct packages enable marketers to reach fans watching live inventory with omnichannel strategies that engage viewers across premium channels including CTV, linear, mobile, and desktop.  

Cadent + AdTheorent’s March Madness Audience Direct package includes live in-game inventory across both Men’s and Women’s tournaments, with omnichannel amplification strategies that capture the excitement of fans, ensuring messaging remains top-of-mind beyond the final buzzer. Together, this means advertisers can:   

• Gain a Live Presence: Deliver ads in live in-game content across linear TV and CTV/OTT devices with customized national and local packages to fans across specific markets. 
• Re-Target TV Viewers: Re-message known March Madness viewers, post-event, across devices. 
• Surround Coverage: Utilize contextual targeting to reach consumers outside of the game by targeting. 
• Engage Fans: Leverage predictive audiences to reach March Madness or Basketball Enthusiasts when they are most likely to engage across digital devices.  

By leveraging an omnichannel strategy execution, advertisers can drive conversions across screens, whether through interactive CTV ads, mobile engagement, or sequential messaging. Plus, Studio A/T, Cadent + AdTheorent’s in-house design team, can enhance existing linear TV assets for digital channels, ensuring maximum brand impact during this highly competitive time.  

Winning the Game with Smarter Strategies 

With the Cadent + AdTheorent March Madness Audience Direct packages advertisers can:  

• SECURE premium living-room quality inventory for the Men’s and Women’s Tournaments 
• DRIVE higher engagement with predictive targeting 
• DELIVER consistent messaging across TV and digital platforms 
• OPTIMIZE campaigns in real-time for maximum impact 
• BOOST overall ROI with data-driven, high-performing strategies 

March Madness presents an unparalleled opportunity for brands to reach passionate, engaged audiences. By leveraging the power of Cadent + AdTheorent’s audience-first solutions, advertisers can make every impression count, turning viewers into customers and engagement into conversions.  
 
Are you ready to make the most of March Madness? Let’s build a winning game plan together.