Once again, the combined ratings of the NCAA Tournament among CBS/TBS/TNT/truTV is the highest overall since 1991. The final rating is 5.0 with a share of 13. That’s 19% higher than last year’s 4.2/10 when CBS had all of the games and regionalized the telecasts. Altogether, 7.6 million viewers watched the games which again is 19% higher than last year. So CBS/Turner has to be happy with the national strategy of airing all of the games on four different networks. I’m sure the next press release will be the number of visits to the online platforms, but before we get ahead of ourselves, here’s the Friday final ratings statement.
THE 2011 NCAA DIVISION I MEN’S BASKETBALL CHAMPIONSHIP ON TBS, CBS, TNT AND truTV ON FRIDAY DELIVERS 5.0 U.S. HH RATING AND 7.6 MILLION TOTAL VIEWERS
Most Watched in 20 Years for First Friday of Tournament
Overall Tournament Average up +14% over 2010CBS Sports and Turner Sports’ exclusive second-round coverage of the 2011 NCAA Division I Men’s Basketball Championship across TBS, CBS, TNT and truTV on Friday, March 18 combined to deliver an average fast national household rating/share of 5.0 U.S. HH rating/13 share, up +19% over CBS Sports’ 4.2/10 in 2010, according to Nielsen Fast Nationals. CBS, TBS, TNT and truTV averaged 7.6 million total viewers, up +19% over CBS Sports’ 6.3 million total viewers in 2010.
The 7.6 million total viewers was the most-watched for the first Friday of the NCAA Tournament since 1991, when the tournament expanded to four telecast windows for the entire day.
The overall tournament average-to-date, including the FIRST FOUR, is a 4.8 U.S. HH rating/12 share, up +14% from a 4.2/10 over CBS Sports’ 2010 coverage. In addition, the tournament has averaged 7.2 million total viewers, +12% from 6.4 million total viewers from last year.
The first telecast window of the day (Noon – 4:39 PM, ET) combined to earn a 3.8 U.S. HH rating/13 share, up +41% from a 2.7/10 last year.
The second window of the day (2:21 – 7:03 PM, ET) delivered a 4.7 U.S. HH rating/13 share, up +47% from a 3.2/10 last year.
The third telecast window of the day (6:41-10:05 PM, ET) delivered a 5.8 U.S. HH rating/12 share, up +7% from a 5.4/11 last year.
The final window of the day, (9:08PM-12:46AM, ET) delivered a 5.9 U.S. HH rating/12 share, up +16% from a 5.1/10 last year.
The overall tournament average-to-date also had double-digit growth in key adult and male demos over 2010, including:
- A18-34 +57% (2,226 vs. 1,418)
- A18-49 +14% (3,415 vs. 3,002)
- A25-54 +10% (3,441 vs. 3,122)
- M18-34 +53% (1,465 vs. 957)
- M18-49 +19% (2,428 vs. 2,048)
- M25-54 +15% (2,426 vs. 2,117)
Source: Nielsen Media Research, based on Fast National Data, Live +SD data stream. 2011 NCAA Tournament Dates, include First Four telecast gross. Dates of NCAA Tournament: 2011 3/15/11 – 3/18/11 vs 2010 3/18/10 – 3/19/10. 2011 averages based on weighted average of 4 telecast gross across CBS, TBS, TNT and truTV. Historical audiences, CBS 1991 through 2005 based on Live data. 2006 through 2010 based on Live + SD. 2003 based on CBS / ESPN average of First Round
More coming up as it becomes available.
