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Audiences that move with the moment. Built from live signal across the open web, refreshed continuously, ready to activate — or to make your own.

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Cultural

March Madness

The interests, motivations and behaviors of bracket fillers, bar-goers and casual fans for three weeks a year.

What the model sees

Built to understand the tournament audience by the teams they follow: the blue bloods, the mid-majors people root for in a bracket, and the conference and selection storylines that fill the week before tip-off.

Stands outCoreRelated

What stands out

  • Selection process, NIT, Big East, America East

    The bubble is the story. The audience is engaged before the bracket exists, following selection and conference tournaments, which extends the window.

  • Gonzaga, Dayton, Wichita State, Princeton

    Mid-majors pull outsized attention. The Cinderella instinct is real and it's where bracket-pool conversation lives.

  • ESPN

    The broadcaster is part of the audience's identity. Coverage and analysis, not just games.

  • Division II women's tournament

    The women's game is in the audience without being seeded. Programs and sponsors on that side are reaching the same fans.

Skews men, 25 to 34, no kids at home — strongest in Kentucky, Iowa, Alabama and Illinois.

Activate this audience

Your audience may look different.

This audience is one way to understand the moment. Make it yours.

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Make it yours

March Madness is the starting point. Change anything, then build it under a free account.

Rewrite it for your campaign.

Everything here came from the audience. Drop what doesn't apply.

Optional. Name what the audience should also pick up — products, behaviors, a region, a life stage.

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