Advertisers signing on for this year's live streams of the March Madness basketball tournament on CBS Sportsline are testing out some fun new creative executions, according to MediaPost.
Fast-food chain Sonic is running an ad that lets viewers click through to an online game in which players throw tater tots into someone's mouth. Marriott has a basketball-themed ad.

CBS not only signed up advertisers for the streaming video but also sold them tower ads on the side of the media player for even more exposure.

Thirty-one advertisers have signed up for this year's tournament streams, up from 20 last year.