2013 NCAA Tournament Most-Watched First Week in 20 Years

Categories: Network TV Press Releases

Written By

March 25th, 2013

Harvard NCAA Tournament

via press release:

THE 2013 NCAA® DIVISION I MEN’S BASKETBALL CHAMPIONSHIP ON TBS, CBS, TNT AND truTV SCORES
MOST-WATCHED FIRST WEEK  IN 20 YEARS

 

 First Week of Tournament Averages 8.9 Million Total Viewers and Delivers 7% Ratings Growth

 

Sunday’s Third-Round Coverage is Highest Rated in 13 Years, Up 27%

 

CBS Sports and Turner Sports’ exclusive live coverage of the 2013 NCAA Division I Men’s Basketball Championship across TBS, CBS, TNT and truTV combined to deliver the most-viewed first week of the NCAA Tournament in 20 years (1993), according to Nielsen Fast National ratings.

 

The combined coverage averaged 8.9 million total viewers, up 9% over last year’s 8.2 million.

 

The 2013 NCAA Tournament is averaging a HH rating/share of 5.8/12, up 7% from a 5.4/12 last year, and is the highest average rating for the Tournament’s first week in 15 years (1998; 5.9/15).

 

Sunday’s coverage averaged 11.1 million viewers, up 29% from last year’s 8.6 million, making it the most watched first Sunday in 15 years.

 

Third-round coverage on Sunday, March 24 combined to deliver an average fast national HH rating/share of 7.1/14, up 27% from last year’s 5.6/11. The 7.1/14 is the highest rating for the first Sunday of the Tournament in 13 years (7.2/17; 2000).

 

Third-round coverage on Sunday, March 24 scored with ratings increases across all four telecast windows:

 

Ÿ  The first daytime telecast window (12:00-2:41 PM, ET) averaged a 5.0/12, up 39% over last year’s 3.6/9, the highest rating for the window in 11 years (5.2/13; 2002).

 

Ÿ  The second daytime telecast window (2:57-5:18 PM, ET) averaged a 6.8/14, up 26% over last year’s 5.4/12, the highest rating for the window since 2006 (7.0/16).

 

Ÿ  The first primetime telecast window (5:18-9:20 PM, ET) averaged a 10.9/20, up 31% over last year’s 8.3/16, the highest rating for the window in 20 years (12.6/27; 1993).

 

Ÿ  The second primetime window (8:01 PM-12:12 AM, ET) averaged a 5.9/10, up 4% vs. a 5.7/9 in 2012.

 

Social Buzz

Additionally, according to Bluefin, the opening week of the NCAA Tournament generated over 6.3 million comments across social media with comment volume up 154% over the same period last year.

 

Source: Nielsen Media Research, based on Fast National Data, Live +SD data stream. 3/19/13 to  03/24/13 vs. 03/13/12 to 03/18/12.   2013, 2012 and 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 2012 based on Live + SD. 2003 based on CBS / ESPN average of First Round.  Social Media data based on Bluefin for the same dates of the Tournament. 

 

Follow us on Twitter: @MarchMadnessTV for schedule updates and the latest NCAA Tournament broadcast news and information and with #MarchMadness

 

# # #

 
  • Anna Bones Clarkwood

    Is there any “demo” info known about the NCAA? All I think I read here is “HH”.

    As was noted, the first round is of course lower demo than the rest & with not everyone watching the same broadcast on CBS b/c of the deal with TBS, TNT & TruTV, the CBS demo is even lower. So, we were told to wait for the combined demo of all channels in order to more accurately compare year to year.

    So, I ask, what is the combined demo, esp year to year? Is that also a 20 year high?

    Also, do advertisers for the NCAA care more than normal advertisers for regular programming about viewers? Or is this press release mostly a PR fluff piece?

  • Ultima

    @Anna Bones Clarkwood
    Is there any “demo” info known about the NCAA? All I think I read here is “HH”.

    The demo numbers for the games show up in the in the final ratings (for CBS primetime) and cable ratings.

    Also, do advertisers for the NCAA care more than normal advertisers for regular programming about viewers?

    No. They’re still interested in Adults 18-49 (and subsets thereof, especially men).

    So, I ask, what is the combined demo, esp year to year? Is that also a 20 year high?

    One reason (aside from bigger numbers) that sports press releases focus on households and total viewership is that Nielsen’s numbers only go back to 1991. It’s impossible to do demo comparisons prior to that (and even HH ratings comparisons are limited to big events or season averages).

    Or is this press release mostly a PR fluff piece?

    All ratings press releases are fluff pieces! ;)

© 2014 Tribune Digital Ventures