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Center for Media Research - Daily Brief

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

NCAA Men's Basketball championship game. College hoops has higher ad pricing than the major college football bowl games, the NBA championship, and the MLB World Series."

Network TV Ad Rates For Major 2006 Sporting Events

Avg. :30 Rate ($000) NCAA Men's Basketball Tournament (2006) Championship Game Semi-final Games National Football League (2006) Super Bowl XL AFC & NFC Championship Games Divisional Playoff Games Other Events (2006) College Football - BCS Bowl Games NBA Championship Series MLB World Series Source: TNS Media Intelligence $1,118 $653 $2,500 $900-$956 $547-$600 $268-$530 $359 $400

The NCAA Men's Basketball Tournament has a core group of TV sponsors that invest heavily in the broadcasts year after year. On average, 83 percent of the Tournament's network TV ad revenue comes from returning advertisers. (Over the past seven years, the top 10 advertisers in the Tournament have spent almost $1.1 billion to promote their brands in the games, accounting for about 40 percent of total network TV ad revenue generated by the event.

2000-2006 Top 10 Advertisers In NCAA Men's Basketball Tournament And Number Of Years Advertised((Includes Early Round Games, Semi Final Games, and Championship Game)

Total Ad Spend($

# Of

Millions)

Years

$422

7 of 7

$111

7 of 7

$96

7 of 7

$88

6 of 7

$84

7 of 7

$76

6 of 7

$67

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$52

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$49

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$48

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Company

1 General Motors 2 AT&T Inc 3 Anheuser-Busch 4 Coca-Cola 5 Sabmiller Plc 6 Microsoft 7 Pepsico 8 US Govt 9 Daimlerchrysler AG 10 Sprint Nextel

Subtotal Top 10 Source: TNS Media Intelligence

$1,093

Nearly 75 percent of all measured national TV advertising dollars that are spent in college basketball each year are spent in the Tournament. Regular season games account for the remaining

3/21/2007 4:31 PM

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