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NCAA MEN'S BASKETBALL TOURNAMENT on BROADCAST outdelivers Cable (TBS, TNT and TruTV)!
By Michael Steinberg | VP/TV Insights & Analytics | Katz Television Group
Katz Television Group analyzed last year’s NCAA Men’s Basketball Tournament over the first 2 rounds to gauge how broadcast TV viewership compares to cable TV viewership. Rounds 1 & 2 were chosen because they feature 48 unique games televised across Broadcast (CBS) and Cable (TBS, TNT, TruTV). Having a large sample of games that air across both broadcast & cable, provides us higher confidence in our findings.
BROADCAST DELIVERS over 200% more than TBS or TNT and almost 400% more than TruTV
- When viewers are given a choice of where to view NCAA Tournament games on broadcast or cable, they overwhelmingly choose broadcast.
- Nationally, CBS outdelivers TBS, TNT, and TruTV.
- Locally, CBS affiliate advantage over cable nets can vary, with many having a much larger advantage than we see nationally.
BROADCAST OUTPERFORMS CABLE
Comparison of Adult 25-54 Deliveries for NCAA Men's Basketball Tournament Rounds 1 & 2
- The local CBS affiliate comes out on top versus cable in virtually every market.
- Several markets of different sizes and regionality are showcased below.
To view a local market, use the drop-down arrows in the upper right-hand corner.
The NCAA Tournament on the local CBS affiliate helps magnify local rating success.
Local Broadcast: Delivers More & Reaches More
Source: Nielsen, March 21-24, 2024, Live+SD Impressions/WRAP
Comparisons based on all games from NCAA Men's Basketball Tournament Round 1 & 2 for consistency.
Created on Feb. 21, 2025
