Where does March Madness fit?

This article from Media Life Magazine offers the media buyer’s perspective on March Madness.

On the slight increase in television ratings (+2% through the Elite Eight):

“When asked whether ratings for the [NCAA Tournament] would rise, plateau or drop, 54.3 percent [of media buyers polled] predicted a rise, crediting the interest in traditional basketball powerhouses like UCLA, North Carolina and Kansas. …“

On whether or not the event is overhyped:

“Though there?s been a lot of hype over March Madness, media people don?t think it?s been excessive. Asked to choose which sporting event has become the most overhyped, nearly one-third chose the Super Bowl, followed by the Daytona 500 at 23.7 percent, the NBA Finals at 18.4 percent, the World Series at 13.2 percent, and March Madness at just 7.9 percent.“

On whether or not advertising during the event is worth the money:

“As for whether March Madness advertising is worth the high price, respondents were divided. Some think such a pricey buy is never worth it, others argue that it?s worthwhile for some clients, and others think it?s always a smart purchase.

‘No broadcast buy is worth that money,’ one respondent writes. ‘Broadcast is still overpriced as a medium.’

‘The championship game, yes,’ opines another. ‘The rest of the tournament, no.’

Yet another disagrees. ‘College fans are the most loyal fans, so influencing their (brand) loyalty is extremely valuable.“