What Else Are NCAA Tournament Audiences Watching?

Every March, the men's and women's NCAA Basketball Tournaments effectively capture eyeballs around the country. But not every advertiser can afford the hefty price tags attached with appearing alongside those live March Madness matchups.

With this in mind, iSpot issued a brand-new advanced audiences report detailing the composition of both men's and women's tournament viewers, their shopping behaviors and what else they're watching when March Madness isn't on anymore.

• Though the largest overlap came from sporting events, it was still interesting to see to what extent these sports overlapped and how they differed from men's to women's tournament viewers (for example: 55% of avid men's March Madness audiences also watched the WNBA, but that number grew to 65% for the women's event).
• On the more budget-conscious side, advertisers can use this sort of data to find offseason content that captures a significant share of the March Madness audiences at a lower price; iSpot found Law & Order: SVU reruns reached over 50% of viewers for both tournaments.
• During the women's tournament, 39% of viewers came from the South – versus just 12% of U.S. households. Understanding this geographic makeup can also help make NCAA Tournament ads more targeted.

Download iSpot's full report today, and get in touch with an analyst at The Measure to learn more about advanced audiences data.