FinalFour.net Nets Traffic Surge

The NCAA reportedly devoted a hefty amount of its Internet ad machine to the Final Four collegiate basketball tournament, and so what were the results? Looks like a blowout for the home team.

According to Milpitas Calif.-based Nielsen NetRatings, traffic to NCAA’s FinalFour.net Web site shot up 167 percent during the tournament’s first week and became the fastest growing domain for at-home users. Does this mean that Web ads could have the reach of an NBA center? Or is it just that the mostly male traffic to the Final Four site would have gone there anyway, even if advertising had been restricted to the back of beer cans?