March Madness is about passion, and where there is passion there are marketers — all trying to capitalize on the heightened awareness, the passion, the fans. Through watching many games and reading coverage online, I have seen the many commercials, the banner ads (I must be nearing frequency levels in the triple digits with some ads). As I analyzed which teams will make it to the Final Four, I also wondered which marketers are winning the advertising bracket. As I reviewed the many ads, I grouped the ads (television and online) into three different groups: basic exposure, contextual integration, and brand passion.