For me, the love for March Madness started long before UW-Madison -- watching NCAA games with my dad, in particular!
The Patrick Ewing & Chris Mullin era, the buzzer-beaters, the underdog wins -- it was our thing. My sister was away at college, so these father-daughter game nights became our tradition.
All these years later, now through the lens of my professional experience, it’s incredible to see how March Madness continues to captivate audiences -- just as it did for my dad and me. In fact, despite a lack of upsets, the 2025 tournament has achieved record viewership, averaging 9.4 million viewers per game through the first two rounds, the highest since 1993.
I believe that what makes March Madness so unique is its ability to transcend typical sports viewership. It draws in both dedicated fans and casual viewers, with an astonishing 65% of American households tuning in. The energy, unpredictability, and potential for legendary moments are unparalleled.
That same energy fuels my passion for all kinds of content. The rush of a live game? It’s the same excitement as a Broadway opening, a long-awaited sequel, or a song that instantly takes you back. No wonder I spent 11 years in cinema advertising—fandom and storytelling have always been at my core!
Plus, it’s not just a feeling, the data backs it up. Mediaprobe’s research shows that live sports generate emotional peaks 26% higher than other content categories, and March Madness delivers a 5% stronger emotional impact than other major U.S. tournaments. And that’s even more impressive when it comes to the women’s tournament - Last year’s women’s tournament was a standout, surpassing the norm for U.S. live sports by an impressive 15% in emotional engagement.
That powerful connection between audience and content is what I've been drawn to since the very beginning.
And let’s not forget the ads. Big games mean big campaigns, and the best ones create a halo effectthat strengthens brand love long after the final buzzer. In fact, Mediaprobe data shows that March Madness sponsor brands benefit from this emotional carryover, driving 2x higher spontaneous brand recall.
Just like my go-to brands Windex, Trish McEvoy skincare, Dunkin’ -- the ones that seamlessly integrate into our lives and routines.
So as the madness continues, I’ll keep watching the games and breaking down the ads.
To wrap it up, of course I have to say: A truly great season Badgers! A valiant effort against BYU. Next season. So now I say, let’s go
This article was written by Lauren Zweifler. Lauren's career has been centered as a leader of growth strategy, and sales via Insights & Analytics with over a decade as Senior Vice President of Insights & Research within NBC Universal’s Advertising Sales & Partnerships division. Currently Lauren is an Consultant Advisor for Mediaprobe leveraging her expertise through consultative intelligence.
Posted at MediaVillage through the Thought Leadership self-publishing platform.
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