Marketers may have their assumptions about who's engrossed in March Madness right now, but Neustar representatives believe they've found out the truth about who the 181 million fans are and what they buy. More than half of them garden, 32 percent drink wine at restaurants and 12 percent watch the CBS show "The Good Wife," according to an infographic released today by the Sterling, Va.-based real-time marketing analytics software and services provider. (To see the full infographic, flip to the second image in the media player, at right.)
If paid search is any indication, marketers care about March Madness, according to a post on Wednesday on the AdGooroo Blog. Last year, advertisers spent $567,000 on nine search terms, including "march madness," "ncaa tournament" and "basketball bracket," according to AdGooroo.
So marketers may be interested in some keywords or other marketing options they haven't considered.
Neustar's infographic says the company discovered some "non-intuitive insights" by reviewing data from more than "4 billion consumer transactions every day, cross-referenced against 15,000 online and offline attributes, with anonymized data from 220 [million] U.S. adults across 120 [million] households ... [in terms of] demographics, purchase behaviors, lifestyle patterns, financial profiles and media consumption."
Here's what Neustar found:
- 55 percent garden as a hobby
- 17 percent listen to jazz
- 32 percent drink wine at restaurants (about 7 percent drink Kendall-Jackson)
- 31 percent own golf clubs
- 12 percent watch "The Good Wife" on CBS
- 13 percent eat at Outback Steakhouse and the same percentage stay at Hiltons when they travel domestically.
- Among fans who buy licensed college sports clothing: 13 percent drink light beer, 39 percent visit zoos, 18 percent scrapbook, 16 percent eat at BW3s, 9 percent listen to hard rock, 9 percent read Us Weekly and 25 percent enjoy another CBS show, "The Big Bang Theory."
The infographic also provides these tips: