Tipico Sportsbook + The Pollack Group
MEDIA CAMPAIGN: Mad for March Madness
Tipico, a licensed online sportsbook, wanted to capture the mood of the nation — specifically the basketball fans of America — with a fun media campaign during the 2024 March Madness tournament.
Full-court press for basketball fans
01
Challenge
How do you get media coverage for your story about a large sporting event when you are competing with wall-to-wall sports news and specialist commentary?
We knew it would be interesting to look at how basketball fans typically behave around March Madness, and we set out to explore just how dedicated they are to the annual NCAA tournament.
02
Approach
By polling 2,000 basketball fanatics ages 21+ our suspicions were confirmed that during the three weeks of March Madness, nothing else seems to matter to them! We discovered they really put the hours in, spending more than a full day — 36 hours — completely consumed by the sport during the tournament.
The research was conducted by our polling arm, Talker Research, the results of which we used to craft a data-led news story and visual assets which we distributed to the media.
03
Breakdown
What else did the data tell us? Basketball fanatics watch games (13 hours), create brackets (three hours) and discuss it with family and friends (five hours), and that’s not even counting the time they’ll spend engaging with online content (five hours), watching highlights (five hours) and placing bets (three hours). When it comes to putting some money down, our study found that 39% of basketball fans were planning to place bets on the tournament this year.. and win more than previous years.
In total, bettors planned to claim an average total of $261 this year. This may be why 46% of basketball fans were more likely to place bets during March Madness than any other time of the year.
Content that cuts through
Coverage highlights
We write people stories, not product promos. News copy, not press releases. Our news team craft headline-grabbing stories that earn extensive media coverage — results guaranteed.
Campaign numbers
Visual assets
See more of our client coverage here.