>> Big hair, big hands and big bucks as advertisers shell out more money than ever to reach March Madness viewers. But the spending splurge comes as there's a decline in overall sports ratings.
And Reuters correspondent Tim Baysinger says, that's making some ad buyers uncomfortable.>> There's a bit more scrutiny on how much these spots are costing just because there's wonder if you're not getting as much paying for your buck as you were previously.>> Still plenty are paying up hoping to grab that allusive young male audience most prone to migrate to streaming media.
30 second spots on host network CBS and Turner, going for as much as a million and a half dollars. A record with 19 sponsors on board, including tournament newcomers, Wendy's, Pizza Hut, and Marriott. Granted, the most recent NBA Finals and World Series did top their previous ratings. But NFL advertisers in particular have gotten burned.
>> In this world, that's actually happened the last few years as you see big brands who've been doing it for years and years are going, it's not worth it anymore.>> Still, with a dramatic swing of the bat or flip of the wrist, there's always the hope that magic will happen.
>> It's very dependent on the match up where it's like you could still get that record large audience but it's not as like automatic anymore. Cuz even the championship game last year for the NCAA tournament, you had a buzzer beater finish and that was down 10 million viewers the year before.
>> Despite that drop, the tournament remaining the second largest generator of TV ad dollars among all US sports post seasons, trailing only the NFL.