2011 NCAA Division I Men’s Basketball Championship On Friday Delivers 7.6 Million Total Viewers On TBS, CBS, TNT & truTV

Categories: Network TV Press Releases,TV Sports Ratings & News

Written By

March 19th, 2011

via press release:

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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