• Media Life, Tuesday, March 30, 2010 10:27 PM

With the big rise in traffic to March Madness on Demand, where CBS is streaming all the games live, more people are watching this year's tournament than last -- just not on television. With three games yet to play in the tourney, CBS is averaging a 5.9 overnight rating among households, according to Nielsen. That's equal to last year and up 7% over a 5.5 in 2008.

But MMOD continues to see huge increases, boosting the tourney's overall viewership. Through the first two rounds, the most recent numbers available from CBS, the MMOD video player has had more than 6 million unique visitors who have watched more than 8.7 million hours of live streaming video, up 35 percent over last year. Many of the first-round viewers were watching at work, as evidenced by the 3.3 million people who clicked on the so-called Boss Button, which hides the video and replaces it with a professional-looking flow chart.

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