The madness is returning to the court, and with it, a premier opportunity for local advertisers to lean into the high-stakes energy of college basketball. March Mania is more than just a tournament; it’s a cultural phenomenon defined by the shared experience of brackets, buzzers, and underdog stories. From the opening tip-off to the final buzzer, it’s all about reaching a highly engaged audience during the moments that matter most.
The scale of this engagement is massive and growing. The 2025 men’s championship game peaked at over 21 million viewers, while the women’s tournament has seen explosive growth, with its championship viewership increasing by 285% since 2022 – even surpassing the men’s final in 2024 with 18.7 million viewers.
Seizing the three-week window
The official campaign dates for this activation run from March 15 through April 6, 2026. While the excitement builds as the bracket narrows, keep in mind that inventory scale becomes more limited as the tournament progresses.
You’ll find live tournament action around the clock during this window, including pre-game storylines, in-game drama, and post-game analysis. This includes full coverage of both the Men’s and Women’s NCAA and NIT tournaments.
How do I access inventory across the games?
We’ve simplified the process of reaching fans on any screen with 100% distribution across all devices. You can secure premium placements within live game coverage and expert analysis across a massive ecosystem of networks and streaming platforms.
Networks and platforms include:
Connecting national hype to local passion
National buzz is powerful, but the real magic of March happens at the local level. It’s in the packed bars, the alumni chapter watch parties, and the hometown pride that fuels every underdog story. This is where local advertisers can win. An effective strategy plugs directly into that grassroots energy.
By targeting precise local markets and geographic regions, your message becomes part of the authentic local narrative. You can follow the hometown hero through the bracket, connect with passionate alumni networks, and join the conversations that matter most to the communities you want to reach.
The storylines that will drive engagement
While the beauty of March lies in its chaos, savvy advertisers watch the emerging storylines. The experts are already tracking powerhouses like Arizona, Duke, and UConn. Conferences like the Big Ten and SEC are poised to dominate the bracket.
But the greatest opportunity lies in the unpredictable. The bracket-busting upset is what creates legends and captivates millions. These are the high-stakes, unscripted moments where brands can connect with a fully immersed and emotionally invested audience.
Ready to build your local strategy? Contact Madhive to get started!
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