Seventy-four per cent of US consumers plan to watch the forthcoming March Madness men’s basketball tournament, with 54 per cent planning to watch at least one game via a streaming app, according to a new study, Game Day and Beyond: The Sports Viewership Study from LG Ad Solutions.

Other key findings:

• 81 per cent of viewers say they are likely to pay attention to TV ads while watching March Madness.
• 52 per cent of consumers feel more favourable towards brands that advertise during the tournament.
• Sports are popular as 72 per cent of viewers typically watch sports (and 80 per cent of sports viewers watch sports at least once a week).
• 41 per cent of viewers will spend more time watching live sports in 2023 compared to 2022.
• Sports are more than the game itself with almost seven in 10 viewers watching sports related content such as talk shows or documentaries.
• 37 per cent of viewers watch live sports mostly or only via TV streaming apps, increasing CTV advertising opportunities.
• Not only are Sports a high attention environment for advertisers, but advertising in sports can also improve brand favourability.
• 81 per cent of viewers are likely to watch sports in free ad-supported environments, making the case for movement of ad dollars towards FASTs.

Other posts by :

1. SES announces €0.25c dividend
2. Russia “blinding and destroying” German satellites
3. Bank: AST, Starlink, Kuiper targeting $200bn market
4. Rivada: Is no news good news?
5. SES celebrates Intelsat acquisition
6. Pakistan halts broadband direct-from satellite
7. India stymies Starlink launch
8. Starlink, AST SpaceMobile race for cellular consumers
9. Trouble ahoy for foreign D2D satellites over India?

Categories: Advertising, App, Articles, Broadcast, Connected TV, Consumer Behaviour, Content, Markets, OTT, OTT, Research, Targetted

Tags: CTV, LG Ad Solutions, March Madness