Like most sports leagues, the NCAA has had to overcome much to execute a full season this year - the pandemic, shuttered schools, covid protocols. But, perseverance and determination has paid off as one of the most celebrated tournaments is set to begin - March Madness! And what accompanies a massive sports competition…Digital Ads, of course.
The TV Networks
It’s no surprise our first analysis comes from the actual networks that will air the games. However, what might be surprising - none of them are actually running ads. CBS Sports, TNT, TBS and TruTV don’t seem to be running digital creatives and have spent very little in the last 7 days. However, ESPN has been running ads promoting their Tournament Challenge, and FOX has ramped up spend on Facebook, ahead of the competition, for one ad in particular, inviting everyone to check out the experts’ brackets.
One brand that seems to have embraced the madness - Nabisco! Over the last 7 days, 12 new creatives have flooded social channels with spend completely focused on Facebook, Instagram and Twitter. And with one of the new ads featuring a contest to win tickets, if you win their “Snack Bracket,” we feel we might have a much better chance taking home the crown in that tournament.
With games starting early, of course, the NCAA needs an official breakfast of March Madness, right? Wendy’s has stepped up to the plate…or should we say, paint? Releasing creatives for the big games on Facebook and a massive 63% on Instagram in the last 7 days, the fast food restaurant is trying to cash in on early risers. Is anyone else craving a Frosty?
And, for those afternoon games, the Schwan Food Company’s brand, Red Baron Pizza released a creative showing the stuffed crust delicacy has some hoop-dreams of its own, as well as spikes in Facebook and Instagram spend, beginning on March 13th.
Wherever you watch, and whatever you’re going to snack on, Pathmatics will stay on top of the digital insights, and watch out for any cinderella brands making a last minute ad push.
To learn more about the data behind this article and what Pathmatics has to offer, visit www.pathmatics.com.
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