March Madness On Demand Nets Big Gains With Visitors, Streaming
Through March 27, NCAA Tourney Totaled 41.6 Million Visits, 12.7 Million Hours Of Streamed Video
Mike Reynolds -- Multichannel News, 3/28/2011 4:15:00 PM
Supplementing the increased ratings on the television side, March Madness on Demand has registered gains with visitors and video streaming during the first two weeks of the 2011 NCAA Men's Division I Basketball Championship.
Measured across the online product and iPad and iPhone apps, there have been 41.6 million visits through March 27, including traffic from the inaugural First Four on March 15-16. That represents a 60% gain from the similar stage of the 2010 tourney, according to officials at Turner Sports, which is administering the MMOD service.
Through the first five rounds of the 2011 tournament, 12.7 million total hours of streaming video were consumed via MMOD, the iPad and iPhone. From March 15-27, the Apple Corp. products accounted for 29% of those streams. All told, unique visitors averaged 64 minutes daily streaming MMOD on broadband from March 15 - 27.
Data from the 2010 tournament was gathered DW (online traffic), Akamai (streams and duration), iTunes Connect (app downloads), while this year's measurement emanate from Omniture (online traffic, streams and duration), Conviva (mobile streams and duration), Bango (mobile traffic), iTunes Connect (app downloads)
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