Behind the ratings
(March 21, 2011) Through Saturday, ratings for the CBS/Turner NCAA TV game windows — based on combining the ratings of each channel's games — are averaging 5.1% of U.S. TV households, up 11% from CBS' coverage last year. Saturday's game coverage averaged 5.9%, up 9%.
But beyond the totals for TV time windows, having CBS and each Turner channel's ratings broken out separately lets you evaluate the old NCAA TV theories that ratings are driven by close games or famous teams. Those factors help. But as the NCAA tournament has become the latest big-time sporting event to migrate to cable TV, a spot check of the ratings suggests the reach of broadcast networks still matters. (CBS is in about 15 million more households than TNT and TBS, and 24 million more than truTV.) Consider that Richmond's 17-point win vs. Morehead State on Saturday night on CBS, with neither team a basketball brand name or from a large TV market, easily outdrew San Diego State's double-overtime win against Temple and Butler's wild upset of Pitt. And in the later Saturday night time slot, CBS' Brigham Young-Gonzaga also was the top game draw. Read more at
USA Today where this story was originally published.
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