July 26, 2011

Butler Basketball Brings Significant Media Value

INDIANAPOLIS, IND. -- For the second consecutive year, Butler men’s basketball has reaped a significant publicity windfall for the University.  A study commissioned by Butler’s athletic department found that the Bulldogs’ run to the 2011 NCAA Division I Men’s Basketball championship game generated in excess of a half billion dollars in publicity value.

The study, done by Borshoff, monitored and evaluated media coverage of the Butler University men’s basketball team from mid-March to mid-June, 2011.  During that period, Butler garnered an estimated publicity value of $512,382,703 through television, print and on-line news coverage.  When factoring in social media, the audience reach surpassed 69 billion.

“The incredible exposure that the run to the final game generated goes well beyond the media monitoring report, but this study is an indication of a very significant amount of publicity that Butler has received through our athletics program,” stated Butler Director of Athletics Barry Collier.

“The story of our athletes and their accomplishments in the classroom, as well as on the court, exemplifies the true meaning of student-athlete.  And that story has been carried to a much larger audience, thanks to the success of the Butler basketball team,” added Collier.

The study by Borshoff found that the performance of the Butler men’s basketball team generated $60,378,084.41 in television publicity value, $2,792,954.18 in print publicity value and $449,211,664.31 in on-line publicity value.  The study did not consider the publicity value of radio broadcasts or talk shows.

Television coverage during the final two weeks of the NCAA Tournament provided more than 7,600 mentions of the Butler men’s basketball team, with an estimated publicity value of more than $42.5 million.  The championship game’s publicity value was estimated at more than $2.2 million.  Overall, Butler basketball received nearly 10,000 mentions and reached an estimated audience of 1.4 billion.

Print coverage spanned 36 states and Washington, DC, and included The New York Times, USA Today, Christian Science Monitor, Los Angeles Times, the Wall Street Journal and the Boston Globe, among others.  The online coverage, which accounted for more than 41,000 mentions, featured media such as The New York Times, CNN, Forbes, The Wall Street Journal, Sports Illustrated, Reuters, National Public Radio (NPR) and USA Today.

The study also tracked social media activity on Twitter, YouTube, Facebook and other popular sites from March through June.  Mentions of Butler basketball spiked on the day of the NCAA championship game with 3,426 posts and an estimated audience of 3.6 million.   The overall audience reached by social media was estimated at more than 12 million.

During the past two NCAA Tournaments, the Butler men’s basketball team has generated in excess of one billion dollars in publicity value.