Despite a softening ad marketplace, CBS and Turner Sports are close to locking in the first major sponsor of the 2012 NCAA Men's Basketball Tournament.
While no major deals have been finalized, multiple sources tell Adweek that CBS/Turner are close to wrapping a deal with a returning beer sponsor. And platinum NCAA corporate partners AT&T, Capital One, and Coca-Cola are certain to sign on as well.
Now in the second season of a 14-year partnership, the broadcaster and cable outfit have unleashed a full-court press on advertisers, using the success of the March Madness on Demand service to secure higher rates.
The online simulcast service was an unqualified success in 2011, serving up 43 million video streams across broadband and mobile platforms, an increase of 63 percent versus March Madness 2010.
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