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Center for Media Research - Daily Brief

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http://www.centerformediaresearch.com/cfmr_brief.cfm?fnl=070319

Wednesday March 21, 2007

March Madness Media Marquee

As March Madness continues to be one of the marquee franchises in televised sports, over $2.73 billion has been spent on network TV advertising during the tournament games from 2000-2006 according to TNS Media Intelligence. For 2007, ad spending is expected to surpass $500 million in 2007- an all-time high, and a 65 to 70 percent increase in the current decade.

NCAA Men's Basketball Tournament Network TV Advertising Revenue By Year Growth Estimates

Year

Total Ad Spend ($ Millions)

2000 2001 2002 2003 2004 2005 2006 Total

310 310 348 362 436 468 497 2,731

Source: TNS Media Intelligence

According to the report, he post-season NCAA Tournament games bring in more television ad revenue than the post-season games in professional football, basketball and baseball.

Post-Season TV Ad Revenue (2006)

Sport

Total Ad Spend ($ Millions)

NCAA Men's Basketball

497

Pro Basketball

424

Pro Football

423

(includes Super Bowl) Pro Baseball

382

Source: TNS Media Intelligence

Jon Swallen, senior vice president of Research at TNS Media Intelligence , says "Among the major televised sporting championships, only the Super Bowl commands a higher advertising rate than the

3/21/2007 4:31 PM

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