March Madness 2021 Advertising: By The Numbers

National TV ad spending on NCAA March Madness (YoY growth) according to Kantar:
1) 2015 – $848M
2) 2016 – $888M (↑ 5%)
3) 2017 – $917M (↑ 3%)
4) 2018 – $943M (↑ 3%)
5) 2019 – $910M (↓ 3%)

Quote from Jon Diament – Exec VP & CRO @ Turner Sports:
“Financially, we’ve never been in better shape. This is the best year we’ve ever had.”

Unique advertisers for NCAA March Madness:
1) 2015 – 92
2) 2016 – 92
3) 2017 – 93
4) 2018 – 97
5) 2019 – 102
6) 2021P – 100+

Average ad spend per advertiser for NCAA March Madness:
1) 2015 – $9.2M
2) 2016 – $9.7M (↑ 5%)
3) 2017 – $9.9M (↑ 2%)
4) 2018 – $9.7M (↓ 1%)
5) 2019 – $8.9M (↓ 8%)

Top advertisers during 2019 NCAA March Madness:
1) General Motors – $75M
2) AT&T – $64M
3) Berkshire Hathaway – $42M
4) Capital One – $40M
5) Coca-Cola – $31M

Reliable: 23 advertisers have appeared in the past 10+ tournaments!

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