March Madness? Marketing Expert Questions Hoops Hype

Image Gallery Dr. Larry DeGaris, associate professor of marketing at the University of Indianapolis, has conducted research for such clients as NASCAR, the NFL and the LPGA.   Click image to view fullsize   Image 1 of 1

Newswise — We all know the conventional wisdom: The NCAA Men’s Basketball Tournament sparks nationwide hysteria. The time spent on office pools and water cooler trash talk costs the economy millions in lost productivity.

Not so fast, says Larry DeGaris, Ph.D., an associate professor and director of the sports marketing program at the University of Indianapolis. He says the popularity of the televised games is often overestimated by seekers of marketing opportunities.

“The NCAA estimates that 10 percent of workplaces have a bracket pool, but that doesn't mean people are paying attention to the games, especially in light of the TV ratings, which are solid but not mind-blowing,” DeGaris says. “Lots of people fill out a bracket without knowing anything about the teams. And, while they might check scores to see how they're doing, they're not likely to be watching the games. So it's not like business grinds to a halt during the tournament – far from it.

On the other hand, the tourney does provide a level of national attention that can benefit some people and organizations. Small colleges that emerge as surprise contenders, for example, can build brand awareness among prospective students and parents.

“It's a great event, but I'm not sure it rises to the level of ‘madness’ on a national level,” DeGaris says. “Maybe ‘March Mild Dysfunction’ would be a more appropriate title.”