CBS, Turner Report Best NCAA Men's B-ball Ratings in 20 Years | Adweek CBS, Turner Report Best NCAA Men's B-ball Ratings in 20 Years | Adweek
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CBS, Turner Report Best NCAA Men's B-ball Ratings in 20 Years

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Four days into the 2011 NCAA Division I Men’s Basketball Tournament, CBS Sports and Turner Sports are reporting the best overall average ratings to date in 20 years, with a 5.1 rating/12 share in households, according to Nielsen Media Research data. Comparably, coverage on CBS, TBS, TNT and truTV (based on a weighted average) is up by 11 percent to date from CBS alone one year earlier. Total viewers (7.83 million) have increased by 12 percent.

Coverage on the four platforms on Saturday, March 19 scored a 5.9/14 in households with 9.3 million viewers—up 9 percent and 11 percent, respectively, over CBS Sports' 5.4/13 in 2010. 

The overall tournament average to date continues to deliver double-digit growth in key adult and male demos over 2010, including:
 
Adults18-34: 2,065,000 vs. 1,883,000 (+10 percent)
Adults 18-49: 4,371,000 vs. 3,842,000 (+14 percent)
Adults 25-54: 4,639,000 vs. 4,150,000 (+12 percent)
Men 18-34: 1,442,000 vs. 1,259,000 (+15 percent)
Men 18-49: 3,103,000 vs. 2,644,000 (+17 percent)
Men 25-54: 3,280,000 vs. 2,876,000 (+14 percent)