Abstract:
Televised broadcasts of college basketball, especially March Madness, continue to grow in
popularity, as supported by television ratings in the past three decades since CBS was given the
rights to the tournament. Thanks to advancement in technology, the network now has the ability
to incorporate many new features to enhance fans' viewing experiences. This study analyzes how
the utility of graphics that contain statistics have evolved within championship broadcasts.
Starting in the mid-1980s and examining the championship game in five-year intervals up to the
most recent title (1986-2016), the author documents evolution in the total number of graphics
that appear on screen as well as their utility: the amount of screen space consumed, the length of
the graphics' display on screen, and the type of statistic included. Findings reveal that graphics
have become more prevalent in recent broadcasts and appear more varied in regards to content.
These advancements have also improved the connection between the visual element displayed on
screen and the on-air commentary, demonstrated by the length of time a broadcaster audibly
highlights a statistic being displayed and the percentage of statistics used by the commentators
that are accompanied by a graphic. This evolution has been beneficial in keeping viewers
informed and entertained through the entirety of the broadcast, and it could be a key contributing
factor in the overall popularity of March Madness.
