Final Four Means Big Numbers

Brands come in all sizes, shapes and packages, and the NCAA Final Four competition — the clash of college basketball team titans that is the result of a multitiered round of playoffs called March Madness — appears to carry its own specific brand awareness.

According to Leading Web Advertisers, the NCAA has been devoting a disproportionate number of its Web ads to the selling not of March Madness (which has currently sent a barrage of betting pools to a barrage of office copy machines nationwide), not to the marketing of the NCAA itself, but to the Final Four confrontation.

Only 12 percent of the Web ads the NCAA placed between Jan. 1, 2001 and March 16 were for anything except the Final Four championship, which proves that not only is less more, but, in college basketball, fewer ads for more than four teams, apparently, is more, too.