NCAA March Madness Advertising Report

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Each year the NCAA men’s collegiate basketball tournament captures the attention of the nation. Many companies seek to capitalize on this enthusiasm by advertising to this passionate and loyal audience. In the Networked Insights NCAA Report, learn how one consumer services company overcame the threat of being “locked out” from broadcast advertising during the tournament by analyzing social media data to find alternative ways to reach the same audience. Even better, the company avoided the substantial expense of large TV buys, and still reached its target customers, at a fraction of the price.

In this report you will learn how to:

* Harness social data to provide insights into audience behaviors.
* Make smarter, more cost-effective media investments.
* Optimize sequencing between paid media and earned media.

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NCAA March Madness Advertising Report

  1. 1. NETWORKED INSIGHTSFueling Intelligent Brands
  2. 2. Social  Loves  an  UpsetMarch  MadnessA  Slam  DunkEach  year  American  businesses  brace  for  a  productivity  plunge  during  the  NCAA  men’s  collegiate  basketball  tournament  –  by  one  estimate,  a  total  hit  of  $1.2  billion  in  2010.  Without    question,  March  Madness  stirs  the  passion  of  fans  from  coast    to  coast.Many  companies  seek  to  capitalize  on  this  fervor  by  adhering  to  a  traditional  marketing  approach.  One  consumer  services  company  believed  it  could  dominate  its  category  during  the  three-­‐week  tournament  by  buying  exclusive  advertising  rights  to  TV  broadcasts  of  games.  At  a  cost  of  roughly  $42  million.This  caused  another  company  in  their  category  to  be  “locked  out”  of  the  NCAA  and  search  for  an  alternative  to  throwing  this  expensive  advertising  blanket  over  the  proceedings.  It  turned  to  Networked  Insights,  which  used  social  media  data  analysis    audience  at  a  fraction  of  the  price.  And  by  doing  so,  the    company  could  avoid  the  substantial  expense  of  large  TV  buys  and  still  reach  its  target  customers.  The  typical  approach  in  this  type  of  situation  is  to  turn  to    online  media  and  buy  it  all  up  –  but  the  problem  is  you  can’t  reach  you  can  with  a  TV  buy.  However,  Networked  Insights  wasn’t  content  with  that  norm  –  by  challenging  the  way  media  buyers  typically  think  about  media,  we  uncovered  one  especially  promising  insight  associated  with  March  Madness  …  the  upset!   Social  media  engagement  around  teams   with  the  biggest  upsets. © 2011, Networked Insights, Inc.
  3. 3. By  combining  social  media  and  search  data  analysis,  we  found  that  out  of  all  the  story  lines  emerging  during  the  tournament,  there’s  nothing  fans  enjoy  and  talk  about  more  than  David  taking  down  Goliath  in  a  real  upset.To  capitalize  on  this  interest,  the  company  could  develop     Meet  the  Big  Upsets  Audiencecontent  associated  with  upsets  –  the  creative  possibilities  are  endless  –  and  then  be  ready  to  roll  it  whenever  the  little    Males  (18-­‐54)guys  triumph.  Household  income  ($25K-­‐$150K+)  High  school  graduate  Young  professionalINVESTMENT  SUMMARY YouTube  reaches  5.58M+  sports  fans   daily,  which  makes  up  42.1%  of  sports   fans  online1  Follows  sports  on  TV  and  web          especially  teams  from  his  home  city,            state  and  alma  mater  Connects  with  friends,  shares          highlights,  talks  trash  and  debates  with            fellow  fans  on  social  networking  sites  Fills  out  2-­‐3  March  Madness        tournament  brackets  with  co-­‐workers            and  friends  alike  Might          the  NCAA  tournamentPlacement  opportunities  could  include  interstitial  ads    that  appear  when  someone  goes  to  YouTube  looking  for    upset-­‐themed  videos.  Google  search  results  could  include  company-­‐generated  links  that  drive  users  to  company-­‐   Source: 1Nielsen@Plan  Release  Q1  2010.  Base:    sponsored  content.   male  sports  fans  –  men  (18-­‐54),  household   income:  $25K  -­‐  $150K+,  high  school  graduate  Sequencing  became  the  key  to  the  success  of  such  an  approach.   and  watched  sports  TV  programs  in  last  7  days  or  Content  should  be  placed  in  venues  that  enable  it  to  ripple  and   attended  a  sports  event  in  last  30  days  or  recalled  increase  its  social  reach  as  much  as  possible  as  people  pass   Sports  News  in  the  last  30  days.it  around.1 http://rivals.yahoo.com/ncaa/basketball/news?slug=dw-amtourney031708 © 2011, Networked Insights, Inc.
  4. 4. Networked  Insights’  comparison  of  the  effectiveness  of  a  targeted,  sequenced  media  approach  and  a  traditional    exclusive-­‐rights  approach  revealed  striking  differences.    By  modeling  the  overall  ripple  effect  and  social  reach  of    the  sequenced  approach,  we  proved  that  a  $2  million  paid    media  investment  would  generate  market  awareness  that    far  exceeded  that  produced  by  the  $42  million  spent  on     Viewed  another  way,  more  than  95  percent    traditional  advertising. of    the  $42  million  spent  using  the  traditional   media  approach  was  wasted.  That’s  about    Viewed  another  way,  more  than  95  percent  of  the  $42   $40  million  that  could  have  been  spent  on   other  priorities,  or  taken  to  the  bottom  line  to  million  spent  using  the  traditional  media  approach  was   boost  EPS.  wasted.  That’s  about  $40  million  that  could  have  been  spent  on  other  priorities,  or  taken  to  the  bottom  line  to  boost  EPS.  A  slam  dunk  indeed.   Questions  about  this  report?  Want  a  free  consultation   on  how  social  data  can  improve  your  media  planning   and  other  marketing?  Contact  us. Email:  info@networkedinsights.com             Web:  www.networkedinsights.com Phone:  608.237.1867           © 2011, Networked Insights, Inc.

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