2011 NCAA March Madness on Demand Sees 47% Increase in Total Visits Across Multiple Platforms

Categories: Internet TV,Network TV Press Releases,New TV Technology,TV Sports Ratings & News

Written By

March 21st, 2011

via press release:

2011 NCAA® March Madness® on Demand
Sees 47% Increase in Total Visits Across Multiple Platforms
for the
NCAA Division I Men’s Basketball Championship


2011 NCAA® March Madness® on Demand
Sees 47% Increase in Total Visits Across Multiple Platforms
for the
NCAA Division I Men’s Basketball Championship

Online and mobile consumption of NCAA March Madness complements strong growth of
television ratings on four networks: TBS, CBS, TNT and truTV

Turner Sports, CBS Sports and the NCAA announced today that NCAA March Madness on Demand (MMOD) has delivered a 47% increase in total visits across the MMOD broadband and mobile products for the first three rounds of the NCAA Division I Men’s Basketball Championship. In total, there were 26.7 million visits across the NCAA online and mobile platforms from the start of the First Four® on March 15 to the completion of the third round on March 20. Additionally, the first three rounds of the tournament garnered 10.3 million total hours of live streaming video consumed through the MMOD broadband and mobile products.

Other NCAA.com and MMOD highlights for the Tournament to date include:
An average of 2.4 million daily unique visitors on broadband and 702K average daily unique users on mobile app.

MMOD was the #1 free app for both iPhone and iPad on Thursday, March 17 and Friday, March 18 in the App store.36% of all streams for MMOD on Saturday, March 19 and Sunday, March 20 were from the iPad and iPhone apps. An average of 92.9 minutes per daily unique visitor was spent streaming MMOD on broadband Thursday, March 17 – Sunday, March 20.

An average of 20.4 minutes per daily unique visitor was spent streaming MMOD on mobile apps Thursday, March 17 – Sunday, March 20.

NCAA March Madness on Demand provides live streaming video, plus interactive TV companion functionality, of every game of the new 68-team tournament as they are broadcast for the first time this year nationally in their entirety on four networks: TBS, CBS, TNT and truTV. Free to users across all platforms, including on broadband, the iPad, iPhone and iPod Touch (over Wi-fi and 3G), March Madness on Demand offers new features for fans to view the games including improved live viewing with richer quality and larger format streams, a personalizable channel lineup feature, and live stats and social media interaction.

Through Sunday, the television coverage on TBS, CBS, TNT and truTV for the NCAA Men’s Division I Basketball Championship, including the FIRST FOUR, is averaging a 5.5 US HH Rtg /13 share, up +15% from a 4.8/11 for CBS Sports’ 2010 coverage according to Nielsen Fast Nationals. CBS, TBS, TNT and truTV averaged 8.4 million total viewers, up +14% over CBS Sports’ 7.4 million total viewers in 2010.

2011 sources – Omniture (online traffic – uniques/streaming/duration), Conviva (mobile streaming/duration), Bango (mobile visits/uniques)

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.

About Turner Sports
Turner Sports, a division of Turner Broadcasting System, Inc., is an industry leader in televised and online sports programming, airing championship level sporting events on TBS, TNT and truTV, and managing some of the most popular sports sites on the Internet. Turner Sports’ television line-up includes the NBA, Major League Baseball, the NCAA Division I Men’s Basketball Championship, NASCAR and professional golf. The company’s digital portfolio includes SI.com, NASCAR.COM, NCAA.com, PGATOUR.COM, GOLF.com and PGA.com, as well as an accompanying collection of mobile websites and connected device apps. Turner Sports and the NBA also jointly manage NBA Digital, which includes NBA TV, NBA.com, NBA LEAGUE PASS, NBA Mobile, the NBA Game Time App, NBADLEAGUE.com and WNBA.com.

About CBS Sports
CBS Sports, a year-round leader in television sports, broadcasts a portfolio of events on the CBS Television Network, including the NFL's American Football Conference; THE NFL TODAY; college basketball, including the NCAA Division I Men's Basketball Championship; golf, including The Masters(r) and PGA Championship; college football, including the SEC ON CBS; the U.S. Open Tennis Championships; CBS SPORTS SPECTACULAR, including track & field, auto racing and gymnastics. In addition, the division directs CBS Sports Network, a 24-hour national cable network; produces INSIDE THE NFL for SHOWTIME; and partners with CBSSports.com in creating a recognized leader among sports Internet destinations.

About the NCAA
The NCAA is a membership-led nonprofit association of colleges and universities committed to supporting academic and athletic opportunities for more than 400,000 student-athletes at more than 1,000 member colleges and universities. Each year, more than 54,000 student-athletes compete in NCAA championships in Divisions I, II and III sports. Visit www.ncaa.org and www.ncaa.com for more details about the Association, its goals and members and corporate partnerships that help support programs for student-athletes. The NCAA is proud to have the following elite companies as official Corporate Champions—AT&T, Capital One and Coca-Cola—and the following elite companies as official Corporate Partners—Buick, Enterprise, The Hartford, Infiniti, LG, Lowe’s, Planters, Reese’s, Unilever and UPS.

NCAA, First Four and March Madness are trademarks owned or licensed by the National Collegiate Athletic Association.

 
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