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Summary:

CBS has released the final tallies for its web broadcast of the recently concluded March Madness tournament, and it’s a big win all around for the network. The audience rose to 7.52 million unique visitors, the number of total hours streamed was up, and ad revenues […]

CBS has released the final tallies for its web broadcast of the recently concluded March Madness tournament, and it’s a big win all around for the network. The audience rose to 7.52 million unique visitors, the number of total hours streamed was up, and ad revenues came in higher as well. From the press announcement:

Final 2009 NCAA March Madness on Demand traffic figures

  • 7.52 million unique visitors to the NCAA March Madness on Demand video player (2008 figure was 4.76 million – 58% growth)
  • 8.6 million total hours of live streaming video and audio consumed – (2008 figure was 4.92 million – 75% growth)
  • 515 thousand total hours of video and audio were consumed during the semifinal and championship games of the 2009 NCAA Division I Men’s Basketball Championship, a 51% increase over 2008 figures.

As expected, total ad revenues generated by March Madness online grew 30 percent over last year, bringing the network roughly $30 million for the tournament.

CBS also said that just under half of those viewers tuning in online watched the games in the new high-quality player. The network didn’t provide any further details on where the traffic came from, so we don’t know yet how many eyeballs YouTube or any of the other partners drove.

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