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TV Tech
TV Tech
George Winslow

Day 1 March Madness Viewing for Men’s Tournament up YoY to 21.3M

March madness AdImpact
NCAA.

New data from AdImpact indicates that day 1 of the NCAA Men’s Tournament saw increased viewership with audiences peaking at approximately 21.3 million viewers at 8:54 PM EDT compared to 20.4mn viewers reached at 8:22 PM EDT in 2023.

Streaming viewership also rose, increasing from 29.3% of viewers in 2023 to 39.5% in 2024 while linear decreased from 70.7% in 2023 to 60.5% in 2024. YouTube TV accounted for a significant share of streaming, including 16.6% of total TVs in 2024 (12.1% in 2023), according to AdImpact.  

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