Each year American businesses brace for a productivity plunge during the NCAA men’s collegiate basketball tournament — by one estimate, a total hit of $1.2 billion in 2010. Without question, March Madness stirs the passion of fans from coast to coast.
Many companies seek to capitalize on this fervor by adhering to a traditional marketing approach. One consumer services company believed they could dominate their category during the three-week tournament by buying exclusive advertising rights to TV broadcast of games. At a cost of roughly $42 Million dollars!
