The March Madness run by No. 15 seed Saint Peter’s has proven to be quite valuable.
The Peacocks, who beat Kentucky and Murray State en route to the Sweet 16, have earned almost $71 million in equivalent advertising exposure for the school as a result of publicity generated over the last four days.
Apex Marketing Group, a media evaluation firm, said mentions on value came from newspapers, digital, social media, TV and radio over the last four days.
To put all of this in perspective, Saint Peter’s reported a total athletic department budget of around $7.5 million last year.
Smallwood said the bang for the buck is more for Saint Peter’s because, unlike some other schools, it’s possible that most haven’t heard of the small 3,000 private school in Jersey City, N.J.
“When a little known school enters the tournament and is commonly overlooked by the millions who put together their brackets, jump to to front of the line after an upset win, Google searches pick up and the school becomes a media darling, driving up the exposure it receives that would otherwise cost millions to duplicate during a media campaign,” Smallwood said.
By beating Kentucky and Murray State, Saint Peter’s became only the third No. 15 seed to advance to the final 16.
The team is defined by its coach — former Seton Hall legend Shaheen Holloway — and its mustachioed guard Doug Edert, who scored 20 points off the bench in the win over Kentucky.
The Peacocks will pay No. 3 Purdue in Philadelphia this week for a right to get to the Elite Eight. They opened as a 12.5-point underdog.
