Men's NCAA Tournament viewership records speak to ongoing importance of live sports

Welcome back to Bucholtz Sports Media! This post is an exclusive for our premium subscribers, who you can join here. Now, on to the news... March Madness records for men's NCAA Tournament illustrate sports' key importance for advertisers Tipoff of the men's NCAA Tournament Sweet 16 game between Iowa and Nebraska (March Madness on YouTube). There have been many remarkable sports viewership milestones recently. Some of that can be explained by Nielsen expanding its out-of-home viewing sample to...