The benefit of having Turner Sports carry NCAA Tournament games was perhaps clearest Saturday, as CBS’ two solo windows were essentially even with last year, while the windows featuring games on CBS, TNT and TBS were up double-digits.
Saturday’s third round coverage of the 2011 NCAA Tournament averaged a combined 5.9 U.S. rating and 9.3 million viewers on CBS, TNT and TBS, according to Nielsen fast-nationals, up 9% and 11%, respectively, from coverage on CBS last year.
In the first window of the day (12:00-2:45 PM ET), Kentucky/West Virginia earned a 3.9 and 5.861 million viewers on CBS, down a tick in ratings but up 3% in viewership from Villanova/St. Mary’s last year (1:00-3:19 PM: 4.0, 5.686M).
This marks the first NCAA Tournament telecast window to have a decline from last year. While ratings have likely dropped substantially for most of CBS’ games, keep in mind those telecast windows have included other games on TNT, TBS and TruTV.
Later in the afternoon (3:00-5:15 PM), CBS drew a 4.9 and 7.429 million viewers for Florida/UCLA, up a tick in ratings and 6% in viewership from last year’s regional action (3:19-5:49 PM: 4.8, 7.008M).
The numbers grew larger in primetime, as Turner’s TNT and TBS joined CBS.
The first evening window (6:00-9:30 PM) earned a tournament-high 7.9 and 12.626 million viewers across CBS, TNT and TBS, up 22% and 21%, respectively, from last year (5:49-8:15 PM: 6.5, 10.477M).
The day’s final telecast (7:45 PM-12:15 AM) scored a 7.2 and 11.657 million, up 18% and 13%, respectively, from last year (8:15-10:53 PM: 6.1, 10.287M).
Ratings and viewership were not available for telecasts on each individual network.
Entering Sunday’s action, CBS/Turner averaged a combined 5.1 rating and 7.828 million viewers for coverage of the NCAA Tournament, up 11% in ratings and 12% in viewership from last year’s CBS-exclusive coverage (4.6, 7.007M).
(Turner Sports)
