WarnerMedia and Paramount have brought alternative measurement to March Madness.
The companies have teamed up for the first-ever alternative measurement test during the NCAA Division I Men’s Basketball Tournament.
Powered by Conviva and in partnership with Comscore, iSpot and VideoAmp, the publishers are measuring ad performance across multiple platforms during the tournament, including linear, digital and streaming, as well as out of home. CBS and Turner Sports share the broadcasting rights for the tournament and jointly operate NCAA March Madness Live, the streaming platform for the games.
“When we first decided to engage on this initiative, it’s a multi-publisher, multi-measurement partner, multiple games over multiple weeks endeavor,” Andrea Zapata, WarnerMedia’s head of research, data and insights, told Adweek.