Performance for the full slate of NCAA Men’s Basketball Championship games Thursday revealed improved interest in “March Madness” over last season’s games, but the new broadcast structure resulted in CBS getting hit very hard in the ratings.
Very subject-to-change fast nationals data reveals CBS’ presentation of the games from 8-11PM dropped from a 3.5 adults 18-49 rating and 9.63 million viewers to a 1.6 rating with 4.75 million; even if the data improves when game overrun data and time zone issues are considered, it will pale in comparison to last year’s performance and likely give CBS its worst non-holiday Thursday of the season.
But the culprit was indeed the extension of coverage onto various cable partners, including TBS, truTV and TNT. According to a press release, total metered market viewership (ratings in household form rather than the aforementioned A18-49) was actually up notably from last year’s performance–from 7-9:45PM ET, the 2011 tournament games averaged a 6.5 (up from last year’s 6.0). From 9:15PM-12:30AM ET, the tournament posted a 6.9, up from last year’s 6.1.