Competitive Edge - Sports & Entertainment Marketing News

No Duke? No Problem: CBS, Turner Sports Sell Out March Madness


A year after the coronavirus pandemic wiped out what is arguably the greatest three weeks on the sports calendar, advertisers have scrambled back to assume their positions with March Madness.

Speaking to reporters on a Zoom call late Wednesday afternoon, the senior-most ad sales execs at CBS Sports and Turner Sports said that anyone who’s been dragging their feet on an in-game buy in the NCAA Division I Men’s Basketball Tournament is more or less out of luck.

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Discussion Questions:

  1. What is advertising?
  2. Why do brands spend money on advertising?
  3. How do you think brands decide where to advertise?
  4. Why is live sports on television a valuable platform for advertisers?
  5. What are ratings?
  6. Why do you think so many brands want to advertise during March Madness this year?
  7. What are broadcast rights?
  8. Why do you think CBS and Turner Sports spent billions for the rights to broadcast March Madness games?
  9. If ratings are lower than expected for this year’s tournament, do you think CBS and Turner will sell out of advertising inventory again next year? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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