• Mediaweek, Tuesday, March 9, 2010 11:38 PM

CBS says it has sold out its ad inventory for March Madness On Demand, its upcoming live streaming of all 64 games of the NCAA men's basketball tournament. More advertisers have signed on this year versus last, including both brands that are advertising during CBS' broadcast coverage of the tournament and several Web-only advertisers.

This year, Coke and AT&T are back as charter MMOD sponsors, though previous sponsor Pontiac has been replaced this year by Capital One. Besides Web streaming, CBS is once again delivering live games to Apple iPhone and iTouch devices via a premium MMOD application.

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