March Madness Brings Multi-Screen Madness

On Friday, comScore published the results of a new study of web usage related to the 2012 NCAA Tournament based on data from comScore Device Essentials.

If you’ve been reading MMW at all lately, you’re probably familiar with a number of recent headlines chronicling the ever-increasing role mobile is playing in the presentation and consumption of college basketball this time of year.

The study, which analyzed browser-based page views to the Sports content category, showed that consumers dramatically increased their access of Sports content across all three primary screens for web access – computer, tablet and smartphone – as they tried to stay plugged into the first 32 games of the tournament in real-time.

“The NCAA Tournament, like the Super Bowl or the Olympics, is one of those events where sports fans don’t want to miss a beat of the action – especially if they can’t be in front of a TV,” says Debbie Bradley, Sr. Director at comScore.

“Over the past several years we’ve seen fans become more reliant on the web for NCAA tournament coverage, especially while they’re tied to their desks at work during the first round matchups,” she adds. “As media formats continue to evolve, we’re rapidly seeing America’s national college basketball obsession increasingly bleed over to other screens like smartphones and tablets. Given the emphasis large advertisers place on these events, it’s important to consider how other media channels can be leveraged to maximize a brand’s awareness and its communication with the consumer.”

Have March Madness brought about multi-screen madness for you as well? Please weigh in with a thought or comment below and be sure to check out today’s complete report from comScore by clicking here.