Now that the NCAA Tournament has tipped off, senior vice president for Nielsen Sports Tom Ziangas talks about how important March Madness is to the CBS brand as well as the basketball tournament’s appeal to advertisers.
“The one thing you think about as far as the NCAA tournament is it’s synonymous with CBS,” said Ziangas. “I think advertisers understand that. That’s why you have people like Coke and AT&T – and even GM is actually coming back to the tournament when they pulled out of the Super Bowl. Having that cache as far as that association of the tournament to the network and bringing in that great male 18+ demographic is something that very few advertisers see, and that’s why they jump on board with the NCAA tournament.”
Watch the video for more from Tom Ziangas about advertising and the NCAA Tournament.
As NCAA corporate sponsors, Coke, AT&T and GM are contractually obligated to advertise on CBS during the tourney. So this point about advertisers recognizing the relevance of CBS is specious.
“The one thing you think about as far as the NCAA tournament is it’s synonymous with CBS,” said Ziangas. “I think advertisers understand that. That’s why you have people like Coke and AT&T – and evenGM.
Terry,
I see your point, but my comments extend to all advertising, including corporate sponsorship, TV ads, web promotions, etc. The strength of the NCAA brand keeps those large advertisers in the overall mix. For example, GM chose to opt out of the Super Bowl this year, but not the NCAA Tournament on CBS.
http://www.broadcastingcable.com/article/179847-EXCLUSIVE_General_Motors_Sticks_With_CBS_NCAA.php
Thanks,
Tom Ziangas, Nielsen Sports
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