UPDATE, 10:55 AM: With 10.7 million viewers on average, this year’s NCAA Tournament is the most watched since 1994, when it pulled in 11.2 million. The games on CBS, TBS, TNT, and truTV this year were up 11% from the average 2012 audience of 9.6 million, according to Nielsen. Monday’s national championship game on CBS pitting Louisville against Michigan rose 12% in viewership to an average of 23.4 million, up from from 2012’s 20.9 million.
PREVIOUSLY, 8:02 AM: CBS scored last night with the NCAA Tournament championship game. The primetime matchup between victorious Louisville and Michigan pulled in an average overnight household rating/share of 14.23, according to Nielsen. That’s up 18% over the 12.1/19 last year’s game between Kentucky and Kansas. The ratings for Monday’s title game hit a peak from 11:30-11:45 PM ET with a 17.3/32 rating. Overall, CBS and Turner Sports’ multi-channel broadcasts of this year’s tournament drew a 7.2/19 average-to-date rating in metered markets. That’s up 9% from last year’s tournament and tied with 2011’s rating for the highest numbers since 2005 (7.3/14). (more…)