NCAA basketball fans have streamed more than 12.7 million hours of mobile and web video using March Madness on Demand, surpassing last year's 11.7 million hours, with a trio of games remaining, including the finale.
CBS and Turner are streaming the entire tournament to Apple's (NASDAQ:AAPL) iPad and iPhone this year, the first time the tournament has been available on the tablet, which debuted in April last year. It's also the first time streaming to the iPhone was free; in the past, CBS has always charged a fee. The two devices have so far accounted for 29 percent of video streams since the tournament began.
Nearly all of it is on the web, with a whopping 3.8 million UVs on March 17 and 18, when the first rounds began, compared to 782,000 on the iPad and iPhone.
Overall, MMOD has seen a 60 percent increase in visits this year-41.6 million-compared to last year.
Turner and CBS have remained mum on ad revenue data for this year's tournament.
- see this AdWeek article
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