The daytime games during the early rounds of the 2018 NCAA Tournament boosted TV viewership significantly over the prior week – especially for a smaller network like TruTV that will continue to air tournament games at least through 2024.
NCAA: Viewership by tournament round
Interest continued to ramp up round-by-round as the NCAA Tournament progressed.
NCAA: Top/bottom metro area viewership
Cities with highly-ranked teams that got knocked out still watched 51.8% more as the tournament went deeper, even after their teams were eliminated.
Cinderellas & Viewership
Cities with underdog teams that knocked out top teams watched 86% more as the tournament went deeper.