March Madness is Heading to Your Office
More than 1 in 4 business professionals said they plan to watch the March Madness tournament while at work this year, an Office Pulse study of white-collar workers found. Beyond the 9-5 window, 45% of professionals plan to indulge in the tournament at some point.
While the 26% of office workers who plan to watch the college basketball tournament during the workday is a sizeable chunk, it’s a significant slide from 61% last year.
Of those watching the tournament at work, they’ll watch for …
30 minutes: 46%
1-2 hours: 43%
3-5 hours: 6%
5+ hours: 2%
For many, the hype around the tournament is much more than a sporting event. It’s a bonding experience between colleagues. In fact, a third of professionals have a positive feeling about the March Madness mania at the office: 26% said it boosts morale and an additional 6% said it positively impacts productivity.
“One interesting thing that March Madness does for the office environment is help bring colleagues closer together,” according to Heather Chigas, research director at Captivate. “They want a chance to have some fun with coworkers.”
35% of white-collar workers said there’s a March Madness bracket/office pool going on in their office this year. Of that group, 61% said they’re participating in the pool (14% of which won’t even watch the games.)
Of workers who have a company bracket going on around their office, male professionals are more likely than their female counterparts to participate in a pool. However, female professionals are still well represented:
They’ll participate, but not watch any of the games
Other insights include:
How much do you plan on spending on your office pool?
The 2018 NCAA Men’s College Basketball Tournament gets underway March 13 with day games starting March 15.
About Office Pulse
Office Pulse by Captivate offers marketers timely analysis and insights from a proprietary panel of upscale professionals in the top markets. The Office Pulse panel of more than 8,000 influential consumers and business decision makers includes C-level executives, millennials, middle management, small business owners, working women and working moms.
Known for its vast network of 10,000 elevator and lobby displays located in 1,400 premier office buildings across the U.S., Captivate brings life to work by connecting over 10 million unique monthly viewers to the world outside their office. By engaging its viewers with timely news and actionable information, Captivate provides advertisers with a highly desirable and difficult-to-reach audience of affluent and influential business professionals through creative, research-driven and Nielsen-measured advertising and marketing programs. Founded in 1997, Captivate is owned by Generation Partners and Gannett.