• Variety, Monday, March 10, 2008 11:01 AM

Ad spending for the NCAA's "March Madness" on CBS is expected to hit a record $545 million this year, according to projections by TNS Media Intelligence. That figure represents a 5% increase from last year's $519.6 million -- and certainly helps offset the whopping $6.2 billion CBS is paying for its 12-year exclusive contract that runs through the 2013-14 season.

TNS says the NCAA tournament brings in more ad money than post-season play in any other sport except for the National Football League. And only time in the Super Bowl, which averaged about $2.7 million for a 30-second spot, is more expensive than the NCAA men's championship game, where it costs $1.5 million.

The biggest advertiser in the tournament is General Motors, which has poured in an average of $70 million a year for the past five years, or about 15% of the total ad spend. Coca-Cola is No. 2, at $22 million and AT&T is third at $20.7 million.

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