The first full day of action in the “March Madness” NCAA Division I Men’s Basketball Championship pulled in strong ratings for its CBS, TNT, TBS and truTV telecasts, the outlets reported.
The Thursday telecasts combined for an average household rating of 5.0 and a 12.2 share in fast nationals, a 19% improvement over the equivalent coverage a year ago on CBS. The television outlets averaged 7.4 million viewers for their NCAA coverage, up 16% over what CBS drew in 2010.
It was the most-watched first Thursday of NCAA Tournament action since 1991. The coverage had double-digit growth over 2010 in key adult and male demos.