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March Madness Ratings Skew Younger

CBS is pulling a younger audience for the NCAA Men's Basketball Tournament ratings through the first seven telecasts were up 14% among men 18-24 and men 18-34, according to Nielsen Media Research. That runs against a generally down trend as total household ratings for "March Madness" have slipped 6% to a 6.2 with total viewers off 300,000 or 3% percent per telecast.

Most of that decline is coming in the 25-54 age demo. Heading into Thursday's "Sweet 16," ratings among men 18-24 averaged a 4.2, compared to a 3.7 last year, while among men 18-34, they are a 4.9, up from a 4.3. But among men 18-49, ratings are flat at 5.0, and men 25-54 are down 5% to a 5.4. Overall, young viewership is up with adults 18-24, ratings are up 5% to 2.9, while the 18-34 group jumped 9% to a 3.5.

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