Beyond the Brackets: March Madness Viewer Behavior and Engagement on CTV

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In addition to being one of the craziest sporting events of the year, the March Madness Tournament also represents a valuable opportunity for brands to connect with fans throughout the tournament.

LG Ad Solutions’ TV Tentpole Reports explore how Connected TV audiences engage with TV’s biggest events and different CTV-based strategies advertisers can use to connect with these audiences.

Among the report’s findings: 

  • College Basketball is Popular. 73% of CTV users typically watch March Madness and 48% watched both the Men’s and Women’s tournament in 2024.
  • Desire for TV Home Screen Score Updates. 85% of March Madness viewers were interested in seeing scores or standing for tournament games on their TV Home Screen.
  • Increased Interest in the Women’s Tournament. The Women’s tournament saw a 116% year-over-year increase in total time spent watching in 2024.
  • Favorable Brand Positioning within Women’s Tournament. 69% of March Madness viewers would think more positively of a brand that sponsored the Women’s March Madness tournament.

For more information on March Madness viewership trends, download the full report today!

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