In its first year under the new Turner-CBS Sports partnership, NCAA March Madness on Demand (MMOD) delivered a 63% increase in total visits over last year across all platforms during the 2011 Men’s Basketball Tournament. Additionally, 13.7 million total hours of streaming video were consumed during the tournament through MMOD online and iPad and iPhone apps, a 17% increase over 2010. In total, there were 52 million visits across the MMOD broadband and mobile platforms from Selection Sunday on March 13 through the championship game on April 4.
The average of 1.9 million daily unique visitors on broadband for the 12 tournament game days (March 15-April 4) was up 16% from last year. The mobile apps delivered 683,000 average daily unique users. 30% of all streams for MMOD were from iPad and iPhone apps.
An average of 67.5 minutes per daily unique visitor was spent streaming MMOD on broadband, while an average of 16.6 minutes per daily unique visitor was spent streaming on mobile apps.
NCAA.com/MMOD broadband averaged 3.8 million daily unique visitors and the app averaged 922,000 on March 17-18.
On the broadcast side, the CBS-Turner coverage across TBS, CBS, TNT and truTV delivered the most-watched (10.2 million viewers) and highest-rated (6.4/14 average rating/share) tournament since 2005 (10.6 million viewers, 6.9/15 average rating/share).