Every so often (some of our 1,000+ daily readers know we like to toot our own horn sometimes) we like to post something completely self-serving. As you may remember, on March 6th we ran a post about the upcoming NCAA Men's Basketball Tournament based on an immersion we just completed. We noted in our media research report that we saw strong increases in planned viewership among teens and college students for the upcoming tournament. We also saw heavy gains for the number of teens and college students that planned on participating in online pools as well as consume online video-related content from the tournament, which now ranks as the second biggest social television viewing event of the year among the audience after the Super Bowl, by the way. Well, as luck (or precise skill, because our media research in my not so humble opinion is second to none) would have it, Nielsen came out with ratings on the first wave of the tournament. As it turns out, 18-24 viewership was up...drum roll please...14% from last year, a fairly significant increase, and certainly one that we were dead on saying more than a month ago. Oh, and by the way, total viewership was down about 3%, which can be attributed in the drop off of 25-54 year olds, which apparently don't feel the madness like they used to, or at least not as much as Gen Y.
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