Executives from CBS Sports and TNT Sports offered limited details regarding advertising revenue for the 2026 NCAA Men’s Basketball Tournament during a press conference Wednesday, despite acknowledging high demand from advertisers.
David Berson, president and CEO of CBS Sports, stated that live sports events like March Madness “continue to cut through” and “drive revenue,” but declined to provide specific figures. “Sports are more and more valuable every single day,” Berson said. Luis Silberwasser, chairman and CEO of TNT Sports, echoed this sentiment, stating the companies were in “a really good place” and confident in their sales efforts.
The executives emphasized the multiplatform nature of the tournament’s advertising sales, encompassing linear television, streaming services and social media. Berson noted that while linear TV remains the primary viewing method for most fans, the tournament is being marketed across multiple channels to reach audiences wherever they consume content. “We’re touching fans with this in all kinds of ways, and it becomes a real good opportunity for advertisers to connect with fans however they want to consume the games and content,” he said.
CBS Sports and TNT Sports did not disclose which brand categories are currently experiencing increased or decreased investment in the tournament. This contrasts with last year, when executives provided more detailed information about the 2025 tournament’s ad sales, revealing it was “virtually sold out.” At that time, over 50% of ad inventory was allocated to the NCAA’s Corporate Champions – including AT&T, Coca-Cola, and Capital One – alongside 15 other corporate partners such as Buffalo Wild Wings, and Unilever.
The 2026 NCAA Men’s Basketball Tournament will be broadcast across four networks: TBS, CBS, TNT, and truTV. All 67 games will also be streamed on NCAA March Madness Live. Games airing on TBS, TNT, and truTV will be available on HBO Max, while CBS broadcasts will stream on Paramount+. The tournament coverage begins with the Selection Show on Sunday, March 15, at 6 p.m. ET on CBS.
Ian Eagle, Bill Raftery, Grant Hill and Tracy Wolfson will call the semifinal and championship games on April 4 and 6, respectively, marking the third consecutive year the quartet will work together for those broadcasts. Other broadcast teams include Brian Anderson, Jim Jackson and Allie LaForce, as well as Kevin Harlan, Robbie Hummel, Stan Van Gundy and Lauren Shehadi, and Andrew Catalon, Steve Lappas and Evan Washburn.
