Navigating March Madness Marketing: 5 Strategic Channels for Advertisers

March Madness is one of the biggest advertising opportunities of the year, bringing millions of engaged viewers together across multiple platforms. With fans consuming content through CTV, social media, podcasts, and retail media networks, advertisers need a strategic approach to maximize reach and engagement.

Keep reading to explore five key advertising strategies that will help your brand stand out during the tournament. From interactive CTV ads to social media engagement, we’ll break down the best ways to connect with fans when excitement is at its peak.

For a deeper dive into data-driven insights and custom media solutions, download our March Madness 2025 Advertising Playbook to get a complete strategy guide.

March Madness 2025 Viewership Trends and Advertising Opportunities

March Madness is one of the most watched live sporting events in the U.S., and 2024 saw historic viewership numbers that underscore its growing advertising potential.

• Women’s Championship Game averaged 18.7 million viewers, peaking at 24 million.
• Men’s Championship Game averaged 14.82 million viewers, up from 14.69 million in 2023.
• Overall Men’s Tournament viewership increased by 3%, averaging 9.9 million viewers per game.
• First-Round Men’s Games averaged 8.53 million viewers on Thursday and Friday, the third-highest first round in tournament history.
• Women’s Elite Eight averaged 6.2 million viewers, the most-watched Elite Eight in women’s basketball history and a 184% increase over 2023.

How Brands Can Leverage March Madness Viewership Trends

With viewership numbers climbing across platforms, the opportunity for advertisers to connect with engaged audiences has never been greater. As more fans consume content via CTV, mobile apps, and digital platforms, brands must ensure their messaging is integrated seamlessly across all touchpoints. A multi-channel approach ensures brands stay top-of-mind, engaging consumers throughout the tournament.

These trends signal growing cross-platform engagement, with more fans streaming games via CTV, mobile apps, and digital platforms. As a result, brands need omnichannel advertising strategies to ensure they’re meeting audiences where they’re watching, engaging, and purchasing.

5 Best March Madness Advertising Strategies for 2025

By employing omnichannel advertising, dynamic creative formats, and precision targeting, brands can create impactful interactions throughout the tournament. Here are five must-use channels for this year’s March Madness advertising playbook:

1. Maximize Engagement with Interactive CTV & OTT Ads

March Madness viewership is shifting, with 46% of fans streaming games through live TV services and 26% using the official March Madness app or website. This means brands need to do more than just place standard TV ads—they need to create an interactive experience that keeps audiences engaged. Connected TV (CTV) and over-the-top (OTT) platforms allow advertisers to integrate QR codes, real-time score tickers, and personalized overlays, making ads more dynamic and actionable. A well-timed CTV ad with a direct call-to-action can drive instant engagement, whether it’s an exclusive promo or a second-screen experience that extends beyond the game.

2. Capture Fan Attention with Host-Read Podcast & Streaming Audio Ads

Sports fans don’t just watch March Madness—they listen to game recaps, expert analysis, and sports talk shows. In fact, over 30% of U.S. adults listen to sports podcasts weekly, making audio a powerful way to reach engaged fans. Host-read ads on sports podcasts feel more natural and trusted, while dynamically inserted ads in streaming radio and music playlists ensure brands reach fans whether they’re commuting, working out, or pre-gaming for tipoff. Brands should align their messaging with the intensity and excitement of the tournament, using audio storytelling to tap into fan emotions and keep their brand top-of-mind.

3. Drive Awareness with Digital Out-of-Home (DOOH) Ads

March Madness isn’t just watched at home—fans gather at sports bars, airports, gyms, and retail locations, creating opportunities for brands to make an impact beyond personal screens. Digital out-of-home (DOOH) advertising allows advertisers to place dynamic, location-based messaging in high-traffic areas. More than 70% of consumers notice DOOH ads while outside their homes, making it an effective way to stay in front of fans throughout the tournament. Advertisers can leverage live-score updates, game-day countdowns, and interactive billboards to keep their brand relevant in the moments that matter most.

4. Convert Shoppers with Retail Media & Sponsored Listings

March Madness isn’t just about basketball—it’s a major shopping moment, with fans stocking up on snacks, drinks, and team gear. Retail media networks (RMNs) now account for 20% of total digital ad spending, giving brands a direct way to target consumers at the point of purchase. Sponsored product listings, in-app promotions, and personalized offers help brands influence shopping behavior right when fans are making buying decisions. Whether it’s a discount on game-day essentials or an exclusive March Madness-themed promotion, integrating RMN into your campaign ensures your brand is part of the shopping journey.

5. Drive Social Engagement with TikTok & Interactive Content

March Madness ignites extensive social media activity, with fans sharing highlights, reactions, and engaging in discussions. In March 2023, college sports pages experienced a record-breaking 160 million actions across Facebook, Instagram, and Twitter, marking the highest-ever total for the category. To capitalize on this heightened engagement, brands should develop interactive campaigns that resonate with the tournament’s excitement. Strategies such as launching bracket challenges, collaborating with influencers, and creating real-time content can effectively capture the attention of fans and amplify brand presence during the event.

Next Steps: Expanding Your March Madness Advertising Strategy

March Madness is a high-stakes moment for advertisers, and having a well-rounded, omnichannel strategy ensures your brand stays top-of-mind throughout the tournament. By leveraging CTV, social media, DOOH, and retail media networks, you can engage fans at every touchpoint—before, during, and after the games.

But great creative is just as important as great placement. The right ad formats can make the difference between being seen and being remembered. In our next blog post, we explore how innovative creative formats like Countdown Clocks and QR Code Integration in CTV ads can drive deeper engagement and conversions.

👉 Learn more here: Captivating Viewers with Creative Formats During March Madness