March Madness isn't just a tournament; it's a cultural phenomenon that commands significant attention and investment from fans and corporations alike. A 2025 survey of 3,000 full-time working NCAA fans in the U.S. reveals the depth of this obsession, highlighting the sacrifices fans make and the economic impact of the tournament.

Fan Loyalty and Priorities

While one might expect college basketball fans to prioritize their NCAAB teams, the survey indicates otherwise. A surprising 62% of respondents care more about the NBA than their college teams, with only 33% prioritizing NCAAB. An exception to this trend is seen among fans aged 55 and older, where 48% prioritize college basketball compared to 43% for the NBA. This suggests a generational difference in basketball fandom.

Absenteeism and Bracket Mania

The allure of March Madness is so strong that 40% of fans admit to calling in sick to watch games. This dedication extends to extreme sacrifices for a perfect bracket. 26% would give up their favorite team winning, 24% would sacrifice all vacation days for a year, and 18% would forgo a $10,000 winning bet. Some fans would even skip a family wedding (16%), miss their honeymoon or a family member’s funeral (9%), leave their partner (8%), or jokingly, give up their child (7%).

Time Consumption and Economic Impact

Fans are not just passively watching games; they are actively engaged, with 34% spending up to an hour daily checking scores, 20% dedicating two hours, and 14% tracking scores for three hours. On average, fans spend 2.4 hours per day checking scores, leading to significant lost productivity during work hours.

The economic impact of this lost productivity is substantial. With working fans spending an average of 2.4 hours per day checking scores during the seven weekdays of the tournament, this amounts to 16.8 hours of lost working time per employee. The estimated cost to the U.S. economy is approximately $20.89 billion in lost productivity, highlighting the significant impact of March Madness on the workforce.

Coca-Cola's Marketing Blitz During March Madness

In 2013, Coca-Cola launched an extensive marketing campaign centered around the theme "It's Not Your Fault" to capitalize on the March Madness frenzy. The campaign, supporting Coke Zero, included a series of TV spots, integration with NCAA media partners like CBS and Turner Broadcasting, and a significant presence at Hartsfield-Jackson International Airport in Atlanta, the location of the Final Four.

Coca-Cola’s campaign featured humorous scenarios that resonated with fans, such as blaming Greg Gumbel's soothing voice for excessive viewing or justifying bracket-building during work hours as a patriotic duty. The brand also created digital content and hosted the Coke Zero Final Four Bracket Town FanFest in Atlanta.

Little Caesars' Free Lunch Combo Promotion

Little Caesars Pizza executed a memorable marketing strategy in 2018 by offering free lunch combos if a No. 16 seed defeated a No. 1 seed. The improbable happened when the University of Maryland Baltimore County (UMBC) Retrievers beat Virginia, triggering the giveaway. Despite the potential cost of the promotion, Little Caesars benefited from substantial national publicity and millions of dollars in equivalent media coverage.

The promotion earned Little Caesars significant media attention, with an Equivalent Advertising Value (EAV) projected to exceed $700,000. The company's presence during March Madness was amplified by its naming rights to Little Caesars Arena in Detroit, which hosted tournament games, and a national TV spot promoting the $5 Lunch Combo.

Conclusion

March Madness is more than just a basketball tournament; it's a cultural and economic event that captures the attention of millions. The dedication of fans, combined with strategic marketing campaigns from major corporations like Coca-Cola and Little Caesars, underscores the profound impact of March Madness on American society and the economy.