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A Method to This Madness; Planners Salivate Over Tourney Numbers and Demos.(Media Planner)
Crain's Chicago Business, March, 2003
Byline: Stefano Hatfield Whether or not you are into college sports, March Madness really is an appropriate name for the annual NCAA basketball championships-broadcast as always on CBS. Starting next week, the sprawling 64-team tournament will consume half the population for three weeks, leaving the other half bewildered.
That said, in many ways the tournament is a media planner's dream. Sure, the buyers will be kept happy by televised sports ratings that are third only to the Super Bowl and baseball's World Series (and remember, the Madness ensues for three weeks), but it's the unique and elusive demographic the tournament attracts that is the thing. ``It gets great demos: upscale and older and professional-managerial,'' said Gary Barsky, group media...
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