Nearly 70 percent of consumers who watched this year’s NCAA tournament did so on both a television and mobile device, according to a new study from Millennial Media and the Interactive Advertising Bureau conducted by Harris Interactive. More than 2,000 U.S. adults were surveyed about how they engaged with mobile devices during the tournament. Among sports fans with a favorite team that played in the tournament, more than 25 percent used mobile devices as a first screen for game coverage and news updates.
Finance, telecommunications and entertainment were the top three advertising verticals during the games, probably aiming to reach the 18-49 adult male audience. Local SMBs seeking to reach sports fans have more digital video choices as consumer behavior shifts from television to mobile devices and apps. We’re also seeing more social TV companion apps like Yahoo’s Into Now and the Comcast Xfinity TV Sports Remote App to complement the distribution and interactivity elements of sports content.
This week, BIA/Kelsey will release an Advisory on multi-screen consumption of March Madness content and local monetization opportunities. In this Advisory, we profile three sports video companies and apps that stream sports content to local and national audiences. Check out other highlights from the Millennial Media/IAB study below.