{"id":20981,"date":"2024-03-29T17:36:55","date_gmt":"2024-03-29T17:36:55","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=20981"},"modified":"2024-03-29T17:36:57","modified_gmt":"2024-03-29T17:36:57","slug":"womens-basketball-is-central-to-this-years-march-madness-ad-campaigns","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=20981","title":{"rendered":"Women\u2019s basketball is central to this year\u2019s March Madness ad campaigns"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">Some of the biggest names in college basketball this year are women. Shaq knows it\u2014he said he\u2019s \u201conly been paying attention to the girls\u201d this season\u2014and advertisers seem to know it, too.<\/p>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">After last year\u2019s women\u2019s tournament broke records from the Elite Eight through the championship, several major brands are putting women\u2019s hoops front and center in their March Madness campaigns, including their athlete partnerships and their media buys.<\/p>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">\u201cIn years past, if we asked about the women\u2019s tournament the day before, we would likely have been able to buy every round, even championship game units,\u201d Elliot Rifkin, associate director on the media buying team at TV ad agency Tatari, told Marketing Brew. \u201cThis year, when we requested costs or inventory updates, most of it was sold out.\u201d<\/p>\n<h2 class=\"dist__StyledText-sc-2252f3c6-12 hUetWL\">\u201cA very easy discussion\u201d<\/h2>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">Women\u2019s college basketball isn\u2019t typically the hottest commodity among Tatari clients, but leading up to this year\u2019s March Madness, the company was \u201cgetting way more questions about women\u2019s college basketball than men\u2019s college basketball,\u201d Rifkin said.<\/p>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">Brands aren\u2019t just asking questions about the women\u2019s game\u2014some are spending more on women\u2019s March Madness than men\u2019s. That\u2019s the case for Adidas, which is running an ad starring LSU guard Hailey Van Lith in both tournaments, according to SVP of Brand Marketing Chris Murphy.<\/p>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">\u201cThere\u2019s great storylines, great personalities, great basketball happening on the women\u2019s side, which creates a lot more interest, which obviously means ratings are going up,\u201d he said. \u201cIt wasn\u2019t like we had a big discussion [about] \u2018Should we or should we not do this?\u2019 It was a very easy discussion.\u201d<\/p>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">Ally Financial, which has spots running from the Sweet Sixteen to the championship, bought four times the amount of guaranteed impressions for the women\u2019s tournament than the men\u2019s, and its overall investment in the women\u2019s tournament is two times bigger than its investment in the men\u2019s, Stephanie Marciano, head of sports and entertainment marketing at Ally, said. And Principal Financial Group balanced its ad spend equally across both, even though the price of women\u2019s sports inventory has gone up, EVP and CMO Beth Wood Leidt said.<\/p>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">\u201cMost marketers would say, \u2018I don\u2019t want to pay more,\u2019 but, you know what? If I get more eyeballs, I\u2019m okay to pay a little bit more,\u201d Leidt said.<\/p>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">Coca-Cola, which has been an NCAA partner for 22 years, increased its media spend on women\u2019s March Madness this year with a campaign promoting Coke Zero Sugar, according to Charece Williams Gee, VP of North American sports, entertainment, and influencer marketing and partnerships for Coca-Cola. The ad \u201ccelebrates both men\u2019s and women\u2019s basketball\u201d and is also running against the men\u2019s tournament, Anne Carelli, director of creative strategy for Coca-Cola North America, said in an email.<\/p>\n<h2 class=\"dist__StyledText-sc-2252f3c6-12 hUetWL\">Get it while it\u2019s hot<\/h2>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">Amid the increasing interest in women\u2019s basketball, ESPN sold out of women\u2019s Final Four and championship game ad inventory more than two weeks out. (On the men\u2019s side, CBS Sports and TNT Sports cleaned up, too.)<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-b4979adf-1 fPIWfF\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-2252f3c6-12 fxopsA inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bGZYqp inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">\u201cA bit of a newer trend is brands that are coming to us to buy basketball see women\u2019s basketball on the same playing field as men\u2019s basketball,\u201d according to Jacqueline Dobies, Disney Advertising\u2019s VP of revenue and yield management. She also said that \u201cdemand has been strong across all marketplaces,\u201d with multiyear deals, upfront deals, and short-term scatter buys all proving popular.<\/p>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">Disney started to see RFPs for women\u2019s March Madness come in as early as last May, according to Dobies, and other media buyers and sellers said the timeline for securing inventory has moved up in the past year. Rifkin said his team at Tatari started locking in women\u2019s tournament buys for clients around September, which more closely matches the typical timeline for the men\u2019s tournament.<\/p>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">TV ad sales company Ampersand, which sells local cable March Madness ads across ESPN and TNT Sports properties, saw demand for women\u2019s March Madness inventory increase around the same time\u2014about six months ago, according to Dave Solomon, Ampersand\u2019s director of sports partnerships.<\/p>\n<h2 class=\"dist__StyledText-sc-2252f3c6-12 hUetWL\">Bonus points<\/h2>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">If in-game inventory can\u2019t be secured, there are other ways to advertise against both March Madness tournaments. Sunglasses brand Goodr is sponsoring March Madness coverage at The Gist, a sports media company, and State Farm partnered with the publication to amplify its partnership with Caitlin Clark, Jacie deHoop, the Gist\u2019s co-founder, said. Aflac is teaming up with athlete-founded media and commerce company Togethxr to host women\u2019s Sweet Sixteen watch parties at The Sports Bra and Spirit of 77 sports bars in Portland, Oregon.<\/p>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">In addition to running ads on TNT and paid social, Ritz is partnering with Bleacher Report\u2019s House of Highlights social media network to produce additional content, according to Jennifer Sobolewski, senior brand manager at Ritz. The cracker brand also commissioned 16 college athletes\u2014eight men and eight women\u2014to post social content during the tournaments, and is holding a sweepstakes that offers a trip to next year\u2019s men\u2019s or women\u2019s Final Four.<\/p>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">And if this year is any indication, the 2025 women\u2019s tournament will likely be an even hotter ticket for fans and brands alike.<\/p>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">\u201cWould we invest next year? Yes,\u201d Murphy said of Adidas\u2019s involvement with women\u2019s March Madness. \u201cWill we invest in \u201926? Probably. I can see us continuing to invest in this space as you see women\u2019s basketball continue to grow. I don\u2019t think the interest in it is going to wane. I think it\u2019s only going to continue.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2024\/03\/29\/womens-basketball-march-madness-ad-campaigns?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Some of the biggest names in college basketball this year are women. Shaq knows it\u2014he said he\u2019s \u201conly been paying attention to the girls\u201d this season\u2014and advertisers seem to know it, too. After last year\u2019s women\u2019s tournament broke records from the Elite Eight through the championship, several major brands are putting women\u2019s hoops front and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":20982,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-20981","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Women\u2019s basketball is central to this year\u2019s March Madness ad campaigns | Brandiary<\/title>\n<meta name=\"description\" content=\"Some of the biggest names in college basketball this year are women. 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