Strong Finish for Duke, NCAA March Madness on Demand

The Butler Bulldogs fell just short in their attempt to upset the Duke Blue Devils in the NCAA Division I Men’s Basketball Championship Game Monday night, but NCAA March Madness on Demand was a lopsided winner.

The live streaming service from, CBS Sports, and the NCAA delivered more than 11.7 million hours of live streaming video and audio, up 36 percent compared with last year’s tournament, to 8.3 million unique visitors. said 575,000 unique visitors watched Monday night’s championship clash via the MMOD on-demand player, up 70 percent versus the 2009 final game, and 368,000 hours were consumed, up 72 percent.

In addition, the Dilbert-themed Boss Button was clicked 3.94 million times throughout March Madness. senior vice president and general manager Jason Kint said: is thrilled with the continued growth of NCAA March Madness on Demand in 2010. The growth is especially gratifying this year as it complemented a ratings success for CBS Sports’ broadcast of the tournament.

And NCAA senior VP for basketball and business strategies Greg Shaheen added:

This year’s growth of March Madness on Demand reflects the excitement on the court. NCAA basketball fans want access to the championship on more platforms, and we’re thrilled with the continued increase in MMOD’s numbers. David Cohen is editor of Adweek's Social Pro Daily.
Publish date: April 6, 2010 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT