Our Work

A national consumer brand wanted a place inside the most‑watched stretch of the college basketball season, in ten markets at once. Tournament inventory is the most competitive on cable, the schedule changes by the hour as teams advance, and the games do not wait for anyone’s pacing report.

The buy went where the audience was: inside live tournament coverage on the networks carrying the games, with TBS, TNT and truTV carrying about 86% of every impression. Every market was paced weekly through each round, and when the biggest games ran on all three networks at once, the brand ran with them. When the national championship drew 18.3 million viewers, the most‑watched title game since 2019, the brand was on screen inside the game. In Detroit, that was the night Michigan won its first national title since 1989. When one market came up short, the make‑good plan replaced every impression owed, in premium live sports, until the agency closed the books.

1.6 million more impressions than purchased, with the heaviest weeks landing in the opening rounds and the national semifinals. The biggest moments in sports are crowded. This brand was in them.