SOURCE: Unicast


March 10, 2010 10:59 ET

Unicast's 2010 NCAA Basketball Tournament Fever Report Finds 54% of Online March Madness Fans Plan to Watch Games Live

National Survey Reveals and Yahoo! Sports as Primary Online Destinations for Tournament Coverage

AUSTIN, TX--(Marketwire - March 10, 2010) -  With basketball season heating up towards the March 16th start of March Madness, Unicast today announced the results of a national survey identifying the preferences and activities of online NCAA Basketball Tournament followers.

1,062 adults were polled for Unicast's 2010 NCAA Basketball Tournament Fever Report, which found that 83% of March Madness fans will watch coverage on TV, 44% will go online and just 10% will use a mobile device.

Of the online and mobile fans following the NCAA Tournament coverage:

  • 69% plan to visit and 42% Yahoo! Sports
  •, the official broadcaster, came in at 29%, just slightly ahead of the NCAA at 26%
  • Online newspapers and magazines barely beat social networks, 20% vs. 18%

According to Unicast's 2010 NCAA Basketball Tournament Fever Report, the most popular activities for online March Madness followers consist of the following:

  • 58% Monitor scores
  • 54% Watch games live
  • 53% Check the status of brackets
  • 49% Watch game highlights
  • 42% Fill out brackets/participate in a pool

"On the heels of the extensive online coverage of the Winter Olympics in Vancouver, the NCAA Men's Basketball Tournament offers online publishers another premium sporting event that will generate high traffic from consumers looking to follow the tournament outside their living rooms," said Bryan Hjelm, VP of Marketing for Unicast. Unicast is a leader in online interactive rich media and video advertising management and services solutions for the world's top publishers, brands and agencies.

"Digital innovations like iPhone apps, online bracket tools and streaming video are bringing basketball fever to a growing online audience of fans," Hjelm continued. "Sites like and Yahoo! Sports will dominate traffic due to their inherent sports fan user base, which make them prime real estate this month for marketers targeting the typical visitor -- men aged 18 to 35."

The survey found that men represented 65% of March Madness fans, and 50% of all fans with incomes of $75,000 or higher plan to go online for coverage.

Unicast's 2010 NCAA Basketball Tournament Fever Report was conducted online March 4-7 by the polling company™, inc.; 1,062 Americans age 18+ were queried.

A full report of the findings is available here:

About Unicast:
Unicast has been providing state-of-the-art rich media solutions for publishers, agencies and advertisers since 1998. Integrating creative support with campaign management and detailed analytics, Unicast technologies empower customers to manage the complex process of deploying online advertising campaigns. Unicast is a proud member of the DG FastChannel (NASDAQ: DGIT) family of companies -- a multichannel distribution network of thousands of advertisers and media publishers worldwide. Today, our solutions are leveraged globally by some of the world's most esteemed brands, including AOL, Fox Interactive Media, MSN, MindShare, NBC Universal, ABC, CBS, and Initiative Media. For more information visit and visit our blog,

About DG FastChannel:
DG FastChannel (NASDAQ: DGIT) provides innovative, technology-based solutions to help advertisers and agencies work faster, smarter and more competitively. DG FastChannel delivers the standard in digital media services to the advertising, broadcast and publishing industries. Through its Unicast and Springbox operating units, DG FastChannel is a leading Internet marketing technology company providing state-of-the-art rich media solutions for publishers, agencies and advertisers. Integrating creative support with campaign management and detailed analytics. 

The Company utilizes satellite and Internet transmission technologies and has deployed a suite of digital media intelligence and asset management tools designed specifically for the advertising industry, including creative and production resources, and digital asset management. More than 5,000 advertisers and agencies employ the Company's workflow toolsets. The Company has an online media distribution network of over 26,000 radio, television, cable, network, print and Web publishing destinations. For more information visit

Contact Information

  • Media Contact
    Jennie Kong
    Atomic PR, Los Angeles
    P: 310-689-7588
    E:Email Contact

    Unicast Contact
    Bryan Hjelm
    VP of Marketing
    P: 512-469-5900