Mobile and Tablet Advertisers Score During March Madness

  |  March 19, 2012   |  Comments

Early comScore data show consumers are watching games via iPhone, Android, iPad, and other devices.

Which brands are winning March Madness so far? According to new data from comScore, sponsors of the tournament's mobile and tablet experiences may have the most to shout about.

Andrew Lipsman, comScore spokesperson, told ClickZ News that "early results show a really high percentage of activity coming from tablets and mobile."

Buick, Coke, and Capital One are sponsoring the NCAA basketball tourney's official iPhone and iPad apps, while Infiniti, AT&T, and LG are the Android sponsors. AT&T, Coke, and Capital One are the chief sponsors of the official NCAA Men's Basketball Tournament video player, which can be accessed at NCAA.com, CBSSports.com, TBS.com, and TNT.com.

Cord cutters who love their college basketball can get all of March Madness online this year for $3.99. That charge is subsidized in part by brands, including the aforementioned.

During each game, the same sponsors appear simultaneously whether a viewer is watching on a digital platform or via broadcast on CBS, TBS, or TNT. However the creative is liable to vary since online, tablet, and mobile ad insertion require device-based customization.

Digital advertising continues to converge with broadcast. The March Madness efforts come on the heels of NBC selling digital ads for Super Bowl XLVI. This year was the first time the big game had been streamed online live.

For digital users, the $3.99 flat fee for all 65 March Madness games breaks down to 16 cents per match-up. As ClickZ overheard one TV-less sports fan say over the weekend, "Man, it's cheap. But they sure do make you pay for it with the advertising."

ClickZ Live New York Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Jobs

    • SEM & Product Listing Ads (PLA) Manager
      SEM & Product Listing Ads (PLA) Manager (Zappos.com) - Las VegasZappos IP, Inc. is looking for a SEM & Product Listing Ads (PLA) Manager! Why...
    • Senior Product Listing Ads (PLA) Coordinator
      Senior Product Listing Ads (PLA) Coordinator (Zappos.com) - Las VegasZappos IP, Inc. is looking for a Senior Product Listing Ads (PLA) Coordinator...
    • Sales Planner
      Sales Planner (Verve) - Los AngelesJob Information:   Planners at Verve are responsible for supporting all of the ad sales team’s pre...