March Madness just wrapped with the men’s tournament seeing massive increases in viewership for the Final Four, while the women’s tournament saw declines from last year’s historic highs. The sizable viewership throughout the multi-week tournaments afforded huge opportunities for brands looking to reach audiences at scale. However, with more scrutiny on advertising spend and impact this year, brands need quick insights to understand whether their March Madness campaigns were worth the spend so that they may apply those lessons to the next big campaign.
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