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Reynolds Rap

Turner's Tournament Tallies

3/24/2011 5:40 PM

A good team is better than the sum of its parts, or so they say. It looks like the same thing applies to the audience aggregation that Turner Sports and CBS are using with the 2011 NCAA Men’s Division I Basketball Championship.

Through the first three rounds completed on March 20, CBS, TNT, TBS and TruTV have combined to average a 5.5 U.S. household rating and 13 share, up 15% from the 4.8/11 generated by CBS at this stage of the tournament in 2010. Those numbers represent the most for the Madness in 17 years. The networks averaged 8.4 million total viewers, 14% more than the 7.4 million viewers for CBS in 2010.

Now in the rookie run of a 14-year, $10.8 billion with the NCAA, CBS and the Turner networks are providing, for the first time in the tourney’s 73-year history, a national window for every contest. Under CBS’s previous presentation, Black Rock deployed a whip-around format to take viewers to where the most interesting ball was being played, while aggregating the different regional audiences.

At any rate, the following is a Nielsen list of the viewership produced by the Turner networks through the completion of the third round last Sunday and before the Sweet 16 tips off on March 24. As you’ll see, none of these games came anywhere near matching the 8.4 million watchers the tourney has averaged to date.

Network Date Time Game Rating
TNT 3/20 6 -8:33 p.m. Arizona-Texas 4.41 million
TNT 3/20 8:52-11:05 p.m Kansas-Illini 4.41 million
TNT 3/19 8:54-11:24 p.m. KSU-Wisc. 3.43 million
TNT 3/19 6-8:36 p.m. Temple-SDSU 3.06 million
TNT 3/18 4:52-7:04 p.m. UTSA-OSU 1.83 million
TNT 3/17 9:38-11:56 p.m. Miss.-Cincy 1.61 million
TNT 3/18 9:47-12:16 a.m. VCU-G’Town 1.55 million
TNT 3/17 7:08-9:42 p.m. Buck-UConn 1.35 million
TNT 3/18 7:12-9:28 p.m. St.Pete’s-P’due 1.18 million
TNT 3/17 4:30-6:47 p.m. N.Colo.-SDSU 1.1 million
TNT 3/18 2:00-4:39 p.m. Nova-GMason 1.07 million
TNT 3/20 2:00-4:16 p.m. PSU-Temple 793,000

TBS 3/19 7:00-9:29 p.m. Pitt-Butler 3.55 million
TBS 3/19 9:41-12:09 UConn-Cincy 3.46 million
TBS 3/20 9:40-11:59 p.m. ND-FSU 3.41 million
TBS 3/20 7:00-9:18 p.m. Purdue-VCU 2.66 million
TBS 3/18 6:41-8:50 p.m. BU-Kansas 2.50 million
TBS 3/17 9:07-11:53 p.m. MSU-UCLA 2.44 million
TBS 3/18 9:08-11:26 p.m. Illini-UNLV 1.80 million
TBS 3/17 4:16-6:45 p.m. Rich-Vandy 1.51 million
TBS 3/17 6:45-8:55 p.m. UCSB-Fla. 1.40 million
TBS 3/18 4:07-6:30 p.m. FSU-TA&M 1.15 million
TBS 3/17 1:30-3:59 p.m. More-Ville 1.11 million
TBS 3/18 1:30-3:51 p.m. Akron-ND 871,000

TruTV 3/20 7:30-9:56 p.m. Marq.-Syracuse 2.22 million
TruTV 3/17 7:20-9:41 p.m. Belmont-Wisc. 1.51 million
TruTV 3/18 10:24-12:46 a.m. IndSt.-Syracuse 1.49 million
TruTV 3/18 7:28-10:05 p.m. Marq.-Xavier 1.47 million
TruTV 3/15 9:45-12:02 p.m. UAB-Clemson 1.35 million
TruTV 3/16 9:27-11:56 p.m. USC-VCU 1.25 million
TruTV 3/15 6:30-9:24 p.m. UNCAsh-ArkLR 1.20 million
TruTV 3/17 9:58-12:26 p.m. UtahSt-KSU 1.09 million
TruTV 3/18 12:31-2:49 p.m. Tenn-Mich 956,000
TruTV 3/16 6:30-9:06 p.m. UTSA-AlaSt 786,000
TruTV 3/18 3:04-5:31 p.m. Hampton-Duke 770,000
TruTV 3/17 12:30-2:56 p.m. ODU-Butler 609,000
TruTV 3/17 3:17-5:46 p.m. UNCAsh-Pitt 510,000

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