Online and Off-Line Advertising During March Madness: Which Companies Drive Consumers to the Web?

This study examined the advertisement structure of online and off-line broadcasts as consumer drivers to Web sites through the integration of specific calls to action. Content analysis was performed on ads aired during the online and off-line broadcasts of an NCAA Men’s Basketball Tournament. The key finding of this research is that communication and technology companies value advertising during online sporting-event broadcasts, because these companies were significantly more visible during the online broadcasts than the television broadcasts (χ 2 = 6.67, p = .017). A much higher percentage of online ads were shorter (15 seconds) in duration (χ 2 = 7.029, p = .01), appealed to fantasy (χ 2 = 8.494, p = .004), and used advertising execution techniques emphasizing new products or features (49%) more often than in television ads (18%; χ 2 = 11.078, p = .001). The findings provide insight into how calls to action in advertisements during Webcasts and traditional television offerings can move consumers to Web sites.