{"id":62224,"date":"2022-03-25T10:08:01","date_gmt":"2022-03-25T14:08:01","guid":{"rendered":"https:\/\/world.edu\/?p=62224"},"modified":"2022-03-25T10:08:01","modified_gmt":"2022-03-25T14:08:01","slug":"how-much-is-the-media-buzz-from-a-march-madness-cinderella-run-worth-to-a-school-like-saint-peters","status":"publish","type":"post","link":"https:\/\/world.edu\/how-much-is-the-media-buzz-from-a-march-madness-cinderella-run-worth-to-a-school-like-saint-peters\/","title":{"rendered":"How much is the media buzz from a March Madness Cinderella run worth to a school like Saint Peter\u2019s?"},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-62225\" src=\"https:\/\/world.edu\/wp-content\/uploads\/2022\/03\/Saint-Peters.jpeg\" alt=\"\" width=\"689\" height=\"460\" srcset=\"https:\/\/world.edu\/wp-content\/uploads\/2022\/03\/Saint-Peters.jpeg 689w, https:\/\/world.edu\/wp-content\/uploads\/2022\/03\/Saint-Peters-250x167.jpeg 250w\" sizes=\"(max-width: 689px) 100vw, 689px\" \/><br \/>\nFew people outside Jersey City had heard of the No. 15 seed Saint Peter\u2019s Peacocks before\u00a0<a href=\"https:\/\/www.espn.com\/mens-college-basketball\/recap\/_\/gameId\/401408578\">they upset No. 2 seed Kentucky<\/a>\u00a0in the first round of the NCAA Tournament.<\/p>\n<p>Two days later, Saint Peter\u2019s\u00a0<a href=\"https:\/\/www.espn.com\/mens-college-basketball\/recap?gameId=401408609\">beat No. 7 seed Murray State<\/a>\u00a0to advance to the\u00a0<a href=\"https:\/\/www.cbssports.com\/college-basketball\/news\/2022-ncaa-tournament-bracket-sweet-16-predictions-march-madness-round-by-round-picks-from-advanced-model\/\">Sweet 16<\/a>\u00a0and become the darlings of the men\u2019s college basketball world. Duke coach Mike Krzyzewski even suggested that the national media attention\u00a0<a href=\"https:\/\/www.cbssports.com\/college-basketball\/news\/coach-k-saint-peters-cinderella-run-will-translate-to-tens-of-millions-of-dollars-for-the-n-j-school\/\">could be worth tens of millions of dollars<\/a>\u00a0to the small New Jersey school.<\/p>\n<p>In 2020,\u00a0<a href=\"https:\/\/scholar.google.com\/citations?user=fdx8uMoAAAAJ&amp;hl=en\">I<\/a>\u00a0<a href=\"https:\/\/doi.org\/10.1177\/1527002520944437\">published a study<\/a>\u00a0with economists Trevor Collier, Kurt Rotthoff and Alaina Baker that explored the value of unexpected NCAA basketball tournament runs.<\/p>\n<p>Coach K\u2019s forecast is a bit bullish. But we were able to show that\u00a0<a href=\"https:\/\/en.wikipedia.org\/wiki\/Earned_media\">earned media<\/a>\u00a0from a Cinderella run does boost enrollment, which has a tangible financial benefit.<\/p>\n<p>&nbsp;<\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">PEACOCKS. WIN. <a href=\"https:\/\/t.co\/Jf10r5zyb4\">pic.twitter.com\/Jf10r5zyb4<\/a><\/p>\n<p>\u2014 Saint Peter\u2019s Athletics (@SPUAthletics) <a href=\"https:\/\/twitter.com\/SPUAthletics\/status\/1504634900875550723?ref_src=twsrc%5Etfw\">March 18, 2022<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>&lt;.center&gt;<\/p>\n<p>Basketball fans tend to know one when they see it, but what exactly is a\u00a0<a href=\"https:\/\/www.ncaa.com\/news\/basketball-men\/article\/2021-03-01\/11-greatest-march-madness-cinderella-stories\">Cinderella team<\/a>?<\/p>\n<p>Notable examples include No. 10 seed Davidson, led by Stephen Curry,\u00a0<a href=\"https:\/\/www.sportscasting.com\/ncaa-tournament-reliving-stephen-currys-elite-eight-run-with-davidson-2008\/\">making the Elite Eight in 2008<\/a>;\u00a0<a href=\"https:\/\/www.ncaa.com\/news\/basketball-men\/article\/2020-03-05\/remember-butlers-incredible-2010-ncaa-run\">No. 5 seed Butler\u2019s run to the national championship game<\/a>\u00a0in 2010; and No. 15 seed Florida Gulf Coast\u00a0<a href=\"https:\/\/www.espn.com\/mens-college-basketball\/tournament\/2013\/story\/_\/id\/9094654\/2013-ncaa-tournament-florida-gulf-coast-eagles-make-history-reaching-sweet-16\">dunking its way to the Sweet 16 in 2013<\/a>.<\/p>\n<p>We studied teams in the NCAA men\u2019s basketball tournament from 1985 to 2017. During this period, there were 57 instances of Cinderella runs by 52 different schools.<\/p>\n<p>We defined Cinderella schools as teams that won at least two games, excluding\u00a0<a href=\"https:\/\/www.ncaa.com\/news\/basketball-men\/bracketiq\/2022-03-15\/first-four-ncaa-tournament-ultimate-guide\">play-in games<\/a>; did not enter as a No. 1 or No. 2 seed; and were dubbed a \u201cCinderella\u201d or something similar by the media. Our results were consistent even when using slight variations of these criteria.<\/p>\n<p>We found that private schools, such as\u00a0<a href=\"https:\/\/www.niche.com\/colleges\/saint-peters-university\/\">Saint Peter\u2019s<\/a>, experience the largest gains, with an average increase in freshman enrollment of 4.4% two years after a Cinderella run. Furthermore, student quality \u2013 as measured by SAT scores \u2013 doesn\u2019t decline with this added enrollment.<\/p>\n<p>The national media coverage following unexpected tournament success generates large spikes in Google search trends by curious viewers, which, of course, include prospective students. The sudden attention and interest are basically a form of free advertising.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-62226\" src=\"https:\/\/world.edu\/wp-content\/uploads\/2022\/03\/cinderellarun.png\" alt=\"\" width=\"680\" height=\"349\" srcset=\"https:\/\/world.edu\/wp-content\/uploads\/2022\/03\/cinderellarun.png 680w, https:\/\/world.edu\/wp-content\/uploads\/2022\/03\/cinderellarun-250x128.png 250w\" sizes=\"(max-width: 680px) 100vw, 680px\" \/><\/p>\n<p>Using data from\u00a0<a href=\"https:\/\/petersonsdata.com\/undergraduate-institutional-data\/\">Peterson\u2019s Undergraduate Database<\/a>, we estimated that a 4.4% increase over the typical entering class at a private college is worth approximately US$9 million in additional revenue from tuition and room and board over the course of four years.<\/p>\n<p>Saint Peter\u2019s, however, has a much smaller entering class than that of a typical private school \u2013 its student body includes only\u00a0<a href=\"https:\/\/www.saintpeters.edu\/about\/facts-stats\/\">2,000 undergraduates<\/a>. Kurt Rotthoff, one of the co-authors of our study,\u00a0<a href=\"https:\/\/www.forbes.com\/sites\/karenweaver\/2022\/03\/21\/cinderella-runs-like-saint-peters-can-impact-a-universitys-bottom-line-just-not-as-much-as-you-think\/?sh=1e1871281d22\">recently calculated<\/a>\u00a0that the team\u2019s current run would amount to around $3.2 million over four years.<\/p>\n<p><a href=\"https:\/\/jarenpope.weebly.com\/uploads\/2\/9\/7\/3\/29731963\/2009_pope_pope_sej.pdf\">Other studies<\/a>\u00a0have also found an increase in applications following success in the NCAA men\u2019s basketball tournament,\u00a0<a href=\"https:\/\/doi.org\/10.1177%2F1527002512445569\">primarily due to heightened media attention<\/a>.<\/p>\n<p>While there\u2019s some debate over\u00a0<a href=\"https:\/\/digitalcommons.odu.edu\/aphe\/vol1\/iss1\/1\/\">whether college athletics supports the academic mission<\/a>\u00a0of schools,\u00a0<a href=\"https:\/\/www.cbsnews.com\/newyork\/video\/heros-welcome-for-saint-peters-university-mens-basketball-team\/\">Saint Peter\u2019s is reveling in the moment<\/a>. And aside from excitement for students, alumni and fans, the university can expect to see returns in the form of increased enrollment over the next couple of years, thanks to the attention being showered on their men\u2019s basketball team.<\/p>\n<p><em><strong>Author Bio:<\/strong> Nancy Haskell is aAssistant Professor of Economics at the University of Dayton<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Few people outside Jersey City had heard of the No. 15 seed Saint Peter\u2019s Peacocks before\u00a0they upset No. 2 seed Kentucky\u00a0in the first round of the NCAA Tournament. Two days later, Saint Peter\u2019s\u00a0beat No. 7 seed Murray State\u00a0to advance to the\u00a0Sweet 16\u00a0and become the darlings of the men\u2019s college basketball world. Duke coach Mike Krzyzewski [&hellip;]\n&hellip; <a href=\"https:\/\/world.edu\/how-much-is-the-media-buzz-from-a-march-madness-cinderella-run-worth-to-a-school-like-saint-peters\/\" class=\"more\">learn more&rarr;<\/a><\/p>","protected":false},"author":33,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[357431],"tags":[185087],"coauthors":[11733],"class_list":["post-62224","post","type-post","status-publish","format-standard","hentry","category-university-sport","tag-march-madness"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How much is the media buzz from a March Madness Cinderella run worth to a school like Saint Peter\u2019s? - World leading higher education information and services<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/world.edu\/how-much-is-the-media-buzz-from-a-march-madness-cinderella-run-worth-to-a-school-like-saint-peters\/\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:locale\" content=\"en_US\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:type\" content=\"article\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:title\" content=\"How much is the media buzz from a March Madness Cinderella run worth to a school like Saint Peter\u2019s? - World leading higher education information and services\" class=\"yoast-seo-meta-tag\" \/>\n<meta property=\"og:description\" content=\"Few people outside Jersey City had heard of the No. 15 seed Saint Peter\u2019s Peacocks before\u00a0they upset No. 2 seed Kentucky\u00a0in the first round of the NCAA Tournament. 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