Case Study: American Gaming Association boosts NCAA Tournament viewership with Nielsen

March Madness Scores Big with Bracket Players

The American Gaming Association wanted to quantify the link between filling out March Madness brackets and watching NCAA Men’s Basketball Tournament games on television. To test that question, it worked with Nielsen Holdings and its TV/Digital Fusion analysis of the 2015 tournament.

Nielsen segmented bracket and fantasy gamers using its National TV Panel and Online/Mobile Panels, then compared their TV viewing with non-players and the general population. The analysis found that bracket players watched 20% more games and spent 21% more minutes watching than non-players; mobile bracket players were the most avid viewers, averaging 573 minutes and 9.8 games watched.

American Gaming Association

Geoff Freeman

President & CEO