AbstractOBJECTIVEExtreme Reach conducted a study to determine the e�ectiveness of the advertisers in three of the most advertised verticals: Automotive, Telecom and Technology.

METHODOLOGYThe study was conducted across Internet-connected devices using proprietary Brand E�ectiveness Research tools on the Extreme Reach platform and included and exposed group of over 400,000 participants and a control group of approximately the same size from around the United States.

Participants described how likely they were to purchase a product or service from a particular brand by choosing a single answer from five choices ranging from “very likely” to “very unlikely”. Surveys were completed by the control group, who had not been exposed to games during the tournament and by the exposed group immediately after they had watched specific March Madness games on television, online or both.

The Automotive vertical surveys took place from the broadcast start of the Sweet 16 round to the end of the National Championship game. While the Telecom and Technology research encompassed the beginning of broadcasting of the Final Four games to the end of the National Championship game.

FINDINGS The percentage change in likelihood to purchase the advertised products and services, among the exposed group, ranged from 29.3% to 85.9%.

April 2015

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