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BizReport : Blogs & Content archives : March 17, 2011

Survey: B-Ball fans likely to tune out the ad messages

Unlike some other sporting events, which have consumers tuning in to the commercials as much as the sports action, March Madness may find more consumers leaving the room when commercials are aired. According to a new poll from Lightspeed Research, viewers for the 2011 NCAA Men's Basketball Tournament, most people won't engage with commercials.

by Kristina Knight

lightspeed.jpgThe research finds that the vast majority of consumers will tune out commercials, with only about 36% tuning in to see what brands have to say. What will viewers do during commercial breaks?

• 67% report they'll 'hit the restroom'
• 59% report they'll get some snacks
• 12% will be engaged with smartphones to text, surf or email
• Most viewers are not expected to logon to social networks during tournament games, unlike during past sporting events

Additionally, a large number of consumers couldn't identify actual brand sponsors of the March Madness event. Those statistics notwithstanding, basketball fans are expected to be highly engaged with the tournament. Nearly 20% report they will fill out brackets, 40% report they'll look at overall records when filling out brackets and 39% will pay attention to the tournament seeding process while 33% will use expert advice in their brackets.

By the way, when it comes to looking for results, scores and other information the majority of fans will be turning to online outlets. Most (70%) will look to online hubs for scores and will watch from home (92%), while only about 29% will look to newspapers for information. About half of viewers are expected to digitally record games.

Tags: Lightspeed Research, March Madness, NCAA Men's Basketball Tournament, online video, video clips, video content, video events, video viewing

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