While you focused on the performance of your (likely busted) bracket, which commercials broke through and captured your attention? Our technology allows us to measure when viewers are in the room and when their eyes are looking at the TV screen. This year, we analyzed the March Madness tournament. Here's what we found out:
- Upsets resulted in 19% higher attention during the rounds of 64 and 32, and 21% higher attention during the Sweet 16 and Elite 8.
- With the higher likelihood of upsets, advertisers should focus on the early rounds. Close games in early rounds may offer similar or greater attention than later (more expensive) rounds of play.
- Time of day matters. Advertisers should focus on games that run later in the day to reduce reliance on an exciting game to drive eyes-on-screen attention.
- Progressive's "High Council" was best able to capture attention compared to surrounding commercials. The spot had the highest Creative Attention Score of the tournament.
For a detailed breakdown, check out the infographic below, or round by round analysis here. Looking for custom analysis? Contact us.