Embrace the Madness: Unleashing Advertising Power in March
March is here, and with it comes the perfect storm of opportunity for advertisers. The month is packed with pivotal moments, most notably the NCAA March Madness tournament — a multi-week event that can fuel out-of-the-box campaigns and generate massive brand visibility, both for advertisers directly involved with the tournament and for those that aren’t. If you’re looking to take your brand’s marketing strategy up a notch, March is the time to “embrace the madness” – here’s how you can take your shot.
Increased Viewership During The Tournament: A Perfect Stage for Video Advertising
Last year, during the 2024 men’s Division 1 NCAA March Madness tournament, viewership in the US alone came in at 9.86 million, a +3% increase from the year prior. With millions tuning in across platforms — from Connected TV and Traditional TV to YouTube to Social Media — March Madness presents a golden opportunity to showcase your brand to an engaged audience. Creating an interactive, multi-platform campaign can take this viewership to the next level. Take Wendy’s for example, who runs their own challenge. “The Wendy’s Bracket Challenge” encourages fans in a cross-channel campaign to fill out a bracket for the chance at free Wendy’s for a year – among other prizes. You don’t have to be a major brand or sponsor of the tournament just to put these practices into play. Smaller brands can put their name in the ring with their own challenges, promoting in store or online discounts and increasing store traffic, awareness, and sales.
Increased Activity on Social Media: Maximizing Engagement
Social media engagement soars during March Madness, in fact, we see about a 30% lift in social media activity throughout the tournament. Combined, the 2024 men’s and women’s tournaments achieved 33.9 million actions across top social platforms, a 1.6 million increase from 2023. With aforementioned bracket challenges, real-time highlights, and fan content flooding social platforms, it’s an excellent time for targeted ad placements that can go viral. When tied to buzzer-beaters and game-changing plays, big and small brands alike can leverage in-stream and reel ad placements across Instagram Reels and TikTok to ignite viral campaigns that combine both paid and organic tactics.
Opportunities Beyond the Tournament: Influencer Campaigns & NIL Partnerships
The madness doesn’t stop when the “Final Four” leave the court. Thanks to the recent NCAA Name, Image, and Likeness (NIL) policy, brands can continue to engage with athletes long after the final buzzer. This creates a unique opportunity to partner with emerging players and influencers for long-term marketing strategies.
The “Caitlin Clark Effect” became a prime example of this during the 2024 NCAA championship where Iowa’s star player gained 30 million social impressions for the Hawkeyes in just two games. Brands across all verticals can capitalize on this momentum by signing NIL deals with rising stars and integrating them into campaigns even beyond the tournament. To find out more about NIL deals and the creator economy check out Arm Candy’s recent blog, “Why Advertisers Should Leverage Collegiate NIL Deals.”
Final Thoughts: Ignite Your Brand’s Madness in March
March is a month of possibilities. From the heightened visibility of NCAA March Madness to the power of influencer marketing and social media engagement, advertisers have endless opportunities to tap into the tournament’s excitement. Whether you’re directly involved in the tournament or capitalizing on the periphery, now is the time to embrace the madness, think outside the box, and create campaigns that captivate, inspire, and drive real results. Take your shot and make this March one to remember.