2014-2015 NCAA MARCH MADNESS

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)

• March Madness• The top 64 Division 1 teams in the nation square off for the

national championship

• The teams are divided into four regions: East, Southeast, West and Midwest. From there, teams in the top 25 AP poll and throughout the country are chosen by a committee to round out the field

• The first NCAA men’s basketball national championship was crowned 1939

• All games are played on neutral courts

GAMES & POST-SEASON

IT’S GAME TIME

• Women’s collegiate basketball saw its first game in 1892, when University of California and Miss Head’s School participated in the first extramural competition

• The NCAA women’s basketball season goes from November through March, which each team playing roughly 30 games followed by post-season play for top teams

• The NCAA uses the same format for determining a women’s national college basketball championship as they do for the men (March Madness)

• The Women’s March Madness tournament did not begin until 1982

AT-A-GLANCE

NCAA WOMEN’S BASKETBALL

HIGHLIGHTS

GET YOUR BUSINESS IN THE GAME

• The Duke Blue Devils defeated the Wisconsin Badgers in the 2015 Men’s National Championship game 68-63. It was the 5th NCAA title for Duke and their coach Mike Krzyzewski.

• Duke point guard Tyus Jones won the tournament’s Most Outstanding Player; he’s one of only 5 freshmen to have ever been honored with the award.

• To get to the National Championship game, Wisconsin upset the tournament’s #1 overall seed, Kentucky, in the Final Four. It was the Wildcats first loss of the year, ending their season at 38-1.

• The Connecticut Huskies won the Women’s National Championship over the Notre Dame Fighting Irish. It was UConn’s third year in a row to win the tournament and 10th NCAA title overall.

• [Opportunity to localize as needed to your local sports team]

WHO’S WATCHING

SCOUTING REPORT:

Men’s NCAA Tournament attracts affluent viewers who are more likely to…• Have a post graduate degree (155 index)• Have household income of $250,000+ (140 index)• Own a home valued at $1,000,000+ (101 index)• Have an occupation in management/business/financial ops (142 index)

TARGET: WATCHED MEN’S TOURNAMENT ON CABLE TV

Women28%

Men 72%

Series10%

10%

20%

11%

18%19%

18% 18%

16%

18-24 25-34 35-44 45-54 55-64 65+

Gender Base: Adults 18+

Source: Scarborough USA Plus Research, Au13-Se14, Total Survey Area, Adults 18+. Target Definition: SportsView Cable TV Network PsYr: NCAA Men’s TournamentPopulation Estimates: Universe = 242,977,984; Target = 25,486,119 (10.5% of Universe).

WHO’S WATCHING

SCOUTING REPORT:

Women’s NCAA Tournament attracts affluent viewers who are more likely to…• Have a post graduate degree (128 index)• Have household income of $100,000 or more (114 index)• Return to school in the next year (117 index)• Have an occupation in management/business/financial ops (113 index)

TARGET: WATCHED WOMEN’S TOURNAMENT ON CABLE TV

Women36%

Men 64%

Series10%

10%

20%

30%

10%

15% 14%

17%

21%23%

18-24 25-34 35-44 45-54 55-64 65+

Gender Base: Adults 18+

Source: Scarborough USA Plus Research, Au13-Se14, Total Survey Area, Adults 18+. Target Definition: SportsView Cable TV Network PsYr: NCAA Women’s TournamentPopulation Estimates: Universe = 242,977,984; Target = 10,027,056 (4.1% of Universe).

30 for 30WWE Monday Night Raw

2015 NFL Scouting Combine

The Comedy Central Roast

SportsCenter Better Call Saul

• TBS ended the season with 5.1M tweets and 636.1M impressions.

• TNT logged a respectable 749.3k tweets over 12 games, and truTV drew 793k tweets and 133.9M impressions over their 13 game coverage in the 2014-15 season.

• People who talked about truTV also talked about other cable programs such as:

• ESPN2’s SportsNation

• AMC’s The Walking Dead

• Comedy Central’s At Midnight With Chris Hardwick

• 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: March 2015 – April 2015. 2015 NCAA Basketball Tournament 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

MARCH MADNESS WAS A SLAM DUNK ON TWITTER LAST SEASON.

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

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

• FINAL FOUR: APRIL 4TH, TBS & TNT

YOUR NCAA 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.

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