From the second week of March through the first week of April, the National Collegiate Athletic Association (NCAA) hosts men’s and women’s basketball tournaments to determine the national college basketball champions. The duration of the tournament is commonly referred to as “March Madness.” And viewers across America are expected to watch the tournament en masse.
While the majority of March Madness viewers will be watching on TV, 15% will be watching using digital streaming services only; 40% will be watching the games using a combination of TV and online streaming.
- Among those who will be watching digital video, the majority will be watching on their computers
In March and April, we see heightened sports content viewing on mobile and desktop devices around the tournament and finals
For March Madness viewers, likelihood of watching digital ads served during live streams and before clips and highlights is similarly high
- A third of viewers plan to stream games while their at work
- Over half of viewers rely on mobile devices to follow tournament news and updates
And during the workday, sports content spikes on both desktop and smartphones