NCAA MMOD Up 60% Overall, Sees Major Gains for iPhone, iPad Apps

NCAA March Madness on Demand (MMOD) and its accompanying iPad and iPhone apps have seen a 60% increase in total visits over last year’s NCAA Men’s Basketball Tournament. In total, there were 41.6 million visits across the MMOD broadband and mobile platforms from the start of the First Four on March 15 to the completion of the Regional Finals on March 27. Additionally, the first five rounds of the tournament garnered 12.7 million total hours of streaming video consumed through MMOD online and the iPad and iPhone apps.

MMOD experienced an average of 3.8 million daily unique visitors on broadband and 782,000 average daily unique users on the mobile apps for March 17 – March 18. In addition, 29% of all streams from March 15 – March 27 were from the iPad and iPhone apps.

An average of 64 minutes per daily unique visitor was spent streaming MMOD on broadband from March 15 – 27, while an average of 25 minutes per daily unique visitor was spent streaming MMOD on mobile apps on March 17-18.

MMOD’s increased traffic builds on solid ratings for the tournament on TBS, CBS, TNT and truTV. Including the First Four, tournament coverage is averaging a 6.0/13 ratings/share and 9.41 million viewers, both up 11% from CBS Sports’ 2010 coverage (5.4/12, 8.48 million), according to Nielsen Fast Nationals.