As smartphones and tablets continue on a speedy upward growth path, it’s only natural that more and more people are using their phones and tablets to watch the NCAA division one tournament. ComScore is calling this years tournament season “March Multi Screen Madness”.
Mobile is accounting for 20% of all online viewing of tournament coverage and games. That is more than double share of views of non-sports content using non PC devices. ComScore reports that on the first Thursday of the tournament (March 15th) sports related traffic went up to 79%. Traffic for other web content fell 2%
More after the break
“The NCAA Tournament, like the Super Bowl or the Olympics, is one of those events where sports fans don’t want to miss a beat of the action – especially if they can’t be in front of a TV,” said Debbie Bradley, Sr. Director at comScore. “Over the past several years we’ve seen fans become more reliant on the web for NCAA tournament coverage, especially while they’re tied to their desks at work during the first round matchups. As media formats continue to evolve, we’re rapidly seeing America’s national college basketball obsession increasingly bleed over to other screens like smartphones and tablets. Given the emphasis large advertisers place on these events, it’s important to consider how other media channels can be leveraged to maximize a brand’s awareness and its communication with the consumer.”
“While all-encompassing media events like the NCAA Tournament might eat into the content people typically consume, it actually appears that most usage is incremental content consumption,” added Bradley. “When the content is highly time-sensitive – such as with news or sports scores – there’s a greater likelihood of it being consumed on-the-go via mobile devices.”