THE 2011 NCAA® DIVISION I MEN’S BASKETBALL CHAMPIONSHIP ON
CBS, TBS, TNT AND truTV
DELIVERS 17% GROWTH IN OVERALL TOURAMENT RATINGS
Sunday’s Third-Round Coverage up 14%
CBS Sports’ and Turner Sports’ exclusive live coverage of the 2011 NCAA Division I Men’s Basketball Championship across TBS, CBS, TNT and truTV combined, ties with 1993 and 1991 as the best overall tournament-to-date average ratings in the metered markets through the first week of games since the tournament expanded coverage to all live games. The overall tournament average-to-date, including the FIRST FOUR®, in the metered markets is a 6.2/14, up +17% from a 5.3/12 for CBS Sports’ 2010 coverage according to Nielsen.
Third-round coverage on Sunday, March 20 combined to deliver an overnight household rating/share of 7.3/14, up 14% from a 6.4/13 for CBS Sports’ 2010 coverage.
The 7.3/14 ties with a 7.3/17 (1998) as the highest rating for the first Sunday of the Tournament in the metered markets since a 7.5/19 17 years ago.
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THE 2011 NCAA DIVISION I MEN’S BASKETBALL CHAMPIONSHIP ON
TBS, CBS, TNT AND truTV
CONTINUES TO SCORE WITH 11% OVERALL RATINGS GROWTH
THROUGH SATURDAY
Tournament Coverage Averaging 7.828 Million Total Viewers, Up 12% Over 2010
Saturday’s Third-Round Coverage Delivers 11% Growth in Total Viewers
CBS Sports’ and Turner Sports’ exclusive coverage of the 2011 NCAA Division I Men’s Basketball Championship across TBS, CBS, TNT and truTV combined, continues to deliver strong ratings growth. The overall tournament average-to-date, including the FIRST FOUR, is a 5.1/12, up +11% from a 4.6/11 for CBS Sports’ 2010 coverage according to Nielsen Fast Nationals. CBS, TBS, TNT and truTV averaged 7.828 million total viewers, up +12% over CBS Sports’ 7.007 million total viewers in 2010.
Coverage on TBS, CBS, TNT and truTV on Saturday, March 19 combined to deliver an average fast national household rating/share of 5.9 U.S. HH rating/14 share, up +9% over CBS Sports’ 5.4/13 in 2010. The networks also averaged 9.3 million total viewers, up +11% over CBS Sports’ 8.4 million total viewers in 2010.
The overall tournament average-to-date continues to deliver double-digit growth in key adult and male demos over 2010, including:
- A18-34 +10% (2,065,000 vs. 1,883,000)
- A18-49 +14% (4,371,000 vs. 3,842,000)
- A25-54 +12% (4,639,000 vs. 4,150,000)
- M18-34 +15% (1,442,000 vs. 1,259,000)
- M18-49 +17% (3,103,000 vs. 2,644,000)
- M25-54 +14% (3,280,000 vs. 2,876,000)
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.
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THE 2011 NCAA DIVISION I MEN’S BASKETBALL CHAMPIONSHIP ON
CBS, TBS, TNT AND truTV
CONTINUES TO SCORE HIGHEST OVERALL TOURNAMENT-TO-DATE AVERAGE RATINGS IN 20 YEARS
Saturday’s Coverage Delivers 12% Overnight Household Growth
CBS Sports’ and Turner Sports’ exclusive coverage of the 2011 NCAA Division I Men’s Basketball Championship across TBS, CBS, TNT and truTV combined, continues to deliver the best overall tournament-to-date average ratings in the metered markets in 20 years through Saturday’s games. The overall tournament average-to-date, including the FIRST FOUR, in the metered markets is a 5.9/14, up +18% from a 5.0/12 for CBS Sports’ 2010 coverage according to Nielsen.
Coverage on Saturday, March 19 combined to deliver an overnight household rating/share of 6.7/15, up 12% from a 6.0/14 for CBS Sports’ 2010 coverage.
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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 2010
CBS 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.
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THE 2011 NCAA DIVISION I MEN’S BASKETBALL CHAMPIONSHIP ON
CBS, TBS, TNT AND truTV
SCORES HIGHEST OVERNIGHT RATINGS IN 20 YEARS FOR FIRST FRIDAY
OVERALL TOURNAMENT AVERAGE UP 22% OVER 2010
CBS 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 overnight household rating/share of 5.9/14, up 31% from a 4.5/11 for CBS Sports’ 2010 coverage, according to Nielsen.
The 5.9/14 was the highest rating for the first Friday of the NCAA Tournament in the metered markets since 1991, when the tournament expanded to four telecast windows for the entire day.
The overall tournament average-to-date, including the FIRST FOUR, in the metered market is a 5.6/13, up +22% from a 4.6/11 over CBS Sports’ 2010 coverage. The 5.6/13 is the highest tournament-to-date rating at this point since 1991 when the Tournament expanded to four telecast windows on Thursday and Friday.
The first telecast window of the day (12:00 NOON-4:45 PM, ET) combined to earn a 4.7/15, up +62% from a 2.9/10 last year.
The second window of the day (3:00-7:00 PM, ET) delivered a 5.7/15, up +54% from a 3.7/11 last year.
The third telecast window of the day (7:00-9:30 PM, ET) delivered a 6.8/14, up +24% from a 5.5/11 in 2010.
Each of the first three windows delivered the highest rating in its window in the metered markets since the Tournament expanded to the four telecast windows in 1991.
And the final window of the day (9:15 PM-12:45 AM, ET) earned a 6.5/12, up +12% from a 5.8/11 last year.
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