Whoever said, "March goes in like a lion and out like a lamb" must have been looking at online advertising data for the NCAA, courtesy of Leading Web Advertisers (LWA). With March Madness underway, it
seems the NCAA's online advertising strategy is to put all their eggs in four baskets: the Final Four. LWA discovered that 88% of the total number of NCAA ads online promote not NCAA March Madness as
a whole, but the elite NCAA Final Four. According to LWA, NCAA Basketball comes in a distant second with a mere 6% of all NCAA online ads, followed by the NCAA Organization with 4% of the of the
online ad pie, and finally, March Madness with a negligible 2%. LWA reports that 97% of the Final Four web ads were placed within a two-week period, between February 26th and March 9th; 645 ads for
the Final Four were placed online during the week of February 26th and 1029 ads online during the week of March 5th. March Madness might be in full swing right now, but as far as Internet advertising
is concerned, the NCAA is rooting for its Final Four.
