On this edition of The Current Report, Dave Solomon, Ampersand's director of sports partnerships, and Chris Brooklier break down the surging popularity of women's basketball after South Carolina beat Caitlin Clark and Iowa in the national championship. Advertising demand skyrocketed as brands wanted to be a part of the moment._______To read the full stories included in this episode:March Madness just proved the power and scale of women’s sports. Advertisers are watching. https://www.thecurrent.com/march-madness-womens-sports-advertisers-basketballInside Nielsen's push to incorporate streamers' first-party data into measurement: https://adage.com/article/measurement/nielsen-wants-streaming-first-party-data-measurement/2551621Paris Olympics on track to hit NBC ad sales record after pandemic: https://www.reuters.com/business/media-telecom/paris-olympics-track-hit-nbc-ad-sales-record-after-pandemic-2024-04-09/The ‘crème de la crème’: 2024 Paris Olympics goes programmatic on Peacock: https://www.thecurrent.com/2024-paris-olympics-programmatic-peacock-nbcuniversalWhy are so many B2B firms sponsoring the Olympics? https://www.thecurrent.com/b2b-sponsorship-2024-olympics-marketing-live-sportsWhy streamers like Disney, NBCUniversal and Paramount are courting small businesses: https://www.thecurrent.com/streaming-disney-nbcuniversal-paramount-ctv-programmatic