Below is a snapshot of TV by the numbers for the week of March 28-April 3, showcasing the most-watched shows and networks using glass-level data from Vizio’s Inscape, and network and show TV ad impressions insights via iSpot.tv.

Most-Watched Shows and Networks

Via Inscape, Vizio’s TV data product with glass-level insights from a panel of more than 19 million active and opted-in smart TVs. Data is linear, live TV only and includes all episode types (new and reruns). Rankings are by percent share duration (i.e., time spent watching).

Even with just two NCAA Tournament games airing from March 28-April 3, men’s college basketball retains its watch-time lead for yet another week. Games accounted for over 1.7% of TV audience tune-in, which was No. 1 overall, edging out the NBA (1.18% of minutes watched).

Also: North Carolina-Duke Draws Most Final Four Viewers Since 2017

Some additional insights about the top programming on TV:

• The NCAA Women’s Basketball Tournament jumps from No. 11 to No. 8 week-over-week while crowning a champion (the South Carolina Gamecocks) on Sunday.
• This year’s Grammy Awards telecast is the lone week-over-week newcomer in our program ranking, taking home 0.63% of the week’s watch-time during Sunday night’s broadcast.
• American Idol surges from No. 33 by minutes watched to No. 17, collecting 0.50% of TV watch-time for the week.
• Comfort food stand-by Diners, Drive-Ins and Dives soars from No. 39 to No. 20 by minutes watched week-over-week.

Yet again, it’s CBS atop our ranking of the most-watched networks, with 7.01% of all minutes watched from March 28-April 3. The Grammys are the biggest source of minutes watched there, but far from the only major draw for CBS, which also airs daytime TV titans like The Price Is Right and The Young and The Restless.

More insights around the most-watched networks from March 28-April 3:

• TBS leaned on Final Four games to keep its place among the 10 most-watched networks (No. 9 this week after being No. 6 the previous week).
• Similarly, TNT rode Final Four simulcast views and late-season NBA action to No. 19 in our watch-time rankings (up from No. 28 the previous week).
• The same goes for truTV, which climbs from outside of the top 50 most-watched networks March 21-27, to No. 24 this week.
• ESPN hops from No. 8 to No. 6 by watch-time, due in part to NCAA Women’s Basketball Tournament games (including the championship game between South Carolina and Connecticut).

Top Shows and Networks by TV Ad Impressions

Via iSpot.tv, the always-on TV ad measurement and attribution company. Rankings are by TV ad impressions, for new episodes only. 

The Final Four means men’s college basketball games continue to deliver TV ad impressions, as NCAA Tournament games accounted for over 4.7% of impressions for the week (2x more than the No. 2 program).

More data about the top programs by TV ad impressions:

• The Grammys arrive at No. 7, with nearly 721 million impressions, while also airing fewer ads per hour than any other program in this week’s top 25.
• Basketball continues to provide an impressions bounce, as men’s and women’s college basketball and the NBA account for almost 8% of all TV ad impressions from March 28-April 3.
• Daytime soap operas take three of the top 25 spots in our rankings, led by The Young and The Restless (No. 10), then General Hospital (No. 18) and Days of Our Lives (No. 24).
• Multiple episodes of American Idol led to TV ad impressions rising by almost 95% week-over-week as the reality show sits at No. 4 by impressions for the week.

CBS is No 1 once more in our ad-impressions-by-network ranking for March 28-April 3, delivering 15.3% of TV ad impressions.

Additional insights around the top networks by impressions from the week:

• TBS, truTV and TNT combined for about 6% of all TV ad impressions for the week after all aired the NCAA Men’s Basketball Tournament’s Final Four matchups between North Carolina and Duke, and Kansas and Villanova, respectively.
• ESPN’s own basketball emphasis (NCAA Women’s Tournament and NBA) helped fuel a week-over-week rise in share of TV ad impressions — from 3.7% to 4.4%.
• Wrestling and Premier League soccer coverage contributed to USA Network’s week-over-week climb from No. 20 to No. 17 by impressions, as live events and surrounding shows accounted for over 40% of the network’s impressions.

Below is a snapshot of TV by the numbers for the week of March 21-27, showcasing the most-watched shows and networks using glass-level data from Vizio’s Inscape, and network and show TV ad impressions insights via iSpot.tv.

Most-Watched Shows and Networks

Via Inscape, Vizio’s TV data product with glass-level insights from a panel of more than 19 million active and opted-in smart TVs. Data is linear, live TV only and includes all episode types (new and reruns). Rankings are by percent share duration (i.e., time spent watching).

The NCAA Men’s Basketball Tournament continues to be a cut above other programming, with 5.13% of TV audiences tuned in from March 21-27. That was No. 1 on the week — nearly 5x more than the No. 2 program, the PGA Tour’s WGC Match Play.

Some additional insights about the top programming on TV:

• This year’s NCAA Women’s Basketball Tournament has recorded more watch-time gains, jumping from 0.53% to 0.62% of minutes watched week-over-week.
• The Oscars starred on Sunday night, landing at No. 5 for watch-time on the week.
• Along with the Oscars, there were two additional week-over-week newcomers to our top 25 most-watched rankings — Forensic Files (up from No. 36) and NCIS: Los Angeles (from No. 40).
• Speaking of, there are 10 different procedurals featured among this week’s top 25 programs, led by Law & Order: Special Victims Unit at No. 3.

CBS stays top-dog in our ranking of the most-watched networks, with 8.85% of minutes watched from March 21-27. Of course, that’s due in large part to the NCAA Men’s Basketball Tournament, with two more rounds of games from Thursday through Sunday.

More insights around the most-watched networks from March 21-27:

• With TBS and CBS splitting Sweet 16 and Elite 8 games for the men’s tournament, TBS moves up to No. 6 by minutes watched in our network ranking.
• News remains a focus, as Fox News and CNN remain in the top 10 by watch-time, while MSNBC rises from No. 18 to No. 15 week-over-week.
• Paramount Network leaned into Yellowstone once again to fuel a leap from No. 40 to No. 24 by week-over-week watch-time.
• INSP also emphasized Westerns (Gunsmoke, in particular) to power its own climb from No. 27 by minutes watched from March 14-20, to No. 25 this week.

Top Shows and Networks by TV Ad Impressions

Via iSpot.tv, the always-on TV ad measurement and attribution company. Rankings are by TV ad impressions, for new episodes only. 

Even with fewer tournament games than the previous week, men’s college basketball still outpaced all other programming in terms of delivering TV ad impressions from March 21-27, with 7.52 billion -- or 14.1% of all impressions for the week.

More data about the top programs by TV ad impressions:

• The Oscars sit securely at No. 5 by impressions, with over 788 million, despite fewer ad airings than any other program in this week’s top 25.
• News stays front-and-center, with nearly half of our weekly rankings occupied by news-related programs (led by Good Morning America at No. 3).
• With both the men’s and women’s tournaments in later rounds, SportsCenter also received a boost by airing highlights from all of the action, as ESPN’s flagship show increased week-over-week impressions by 38%.
• After The Bachelor’s latest season wrapped up, American Idol came for the reality TV crown, landing at No. 13 by impressions this week (up from No. 22 the previous week).

CBS stays entrenched at No. 1 in our ad-impressions-by-network ranking for March 21-27, with nearly 21% of TV ad impressions.

Additional insights around the top networks by impressions from the week:

• TBS rises week-over-week as the network climbs to No. 6 by impressions due primarily to NCAA Men’s Basketball Tournament games.
• ESPN2 impressions jump by over 19% week-over-week due in part to the network’s emphasis on NCAA Women’s Basketball Tournament games.
• Spring training powered MLB Network impression increases as well, up almost 24% compared to the previous week’s totals.

Below is a snapshot of TV by the numbers for the week of March 14-20, showcasing the most-watched shows and networks using glass-level data from Vizio’s Inscape, and network and show TV ad impressions insights via iSpot.tv.

Most-Watched Shows and Networks

Via Inscape, Vizio’s TV data product with glass-level insights from a panel of more than 19 million active and opted-in smart TVs. Data is linear, live TV only and includes all episode types (new and reruns). Rankings are by percent share duration (i.e., time spent watching).

With both the Men’s and Women’s NCAA Tournaments in full swing, basketball has audiences fixated on TV. From March 14-20, the men’s tournament tallied 9.21% of total TV minutes watched — No. 1 for the week, and 9x more than No. 2 show, Law & Order: Special Victims Unit.

Some additional insights about the top programming on TV:

CBS remains atop our ranking of the most-watched networks, with 9.79% of minutes watched from March 14-20. That’s up from 6.87% the previous week, in part powered by the NCAA Men’s Basketball Tournament.

More insights around the most-watched networks from March 14-20:

Top Shows and Networks by TV Ad Impressions

Via iSpot.tv, the always-on TV ad measurement and attribution company. Rankings are by TV ad impressions, for new episodes only. 

Men’s college basketball delivered 13.68 billion TV ad impressions from March 14-20 — 23.1% of all impressions on TV for the week, which is No. 1 among all programming, by far.

More data about the top programs by TV ad impressions during the week:

CBS remains No. 1 in our ad-impressions-by-network ranking from March 14-20, with over 22.3% of TV ad impressions — more than double the total for the No. 2 network, ABC.

Additional insights around the top networks by impressions from the week:

Below is a snapshot of TV by the numbers for the week of Mar. 7-13, showcasing the most-watched shows and networks using glass-level data from Vizio’s Inscape, and network and show TV ad impressions insights via iSpot.tv.

Most-Watched Shows and Networks

Via Inscape, Vizio’s TV data product with glass-level insights from a panel of more than 19 million active and opted-in smart TVs. Data is linear, live TV only and includes all episode types (new and reruns). Rankings are by percent share duration (i.e., time spent watching).

Conference championship games powered men’s college basketball to a watch-time win in the final week before the NCAA Tournament. From March 7-13, games scored 3.77% of total TV minutes watched — No. 1 for the week, and significantly higher than the sport’s 2.12% watch-time from the previous week.

Some additional insights about the top programming on TV:

• Combined, the 2022 Players Championship and Live From The Players coverage accounts for 1.51% of minutes watched on the week (more than every program but men’s college basketball).

• With basketball highlights galore, SportsCenter watch-time also leaps — from No. 15 to No. 8 week-over-week.

ª Diners, Drive-ins and Dives pulls in at No. 19 by minutes watched, up from No. 29 the previous week.

• Castle climbs week over week, from No. 41 to No. 25.

CBS rides men’s college basketball games and the NCAA Tournament Selection Show (among other programs) to No. 1, with 6.87% of minutes watched from Mar. 7-13. That’s up two places from the previous week, when CBS collected 6.31% of watch-time.

More insights around the most-watched networks from Mar. 7-13:

• Lifetime is new to our ranking this week, progressing from No. 26 to No. 24 by minutes watched week-over-week.

• While cable news viewership remains high, all three of the big networks see modest week-over-week ranking declines (Fox News from No. 1 to No. 4, CNN from No. 6 to No. 7, and MSNBC from No. 9 to No. 12).

• TV Land climbs from No. 23 to No. 20 on the back of syndicated sitcoms like Everybody Loves Raymond, Two and a Half Men and The King of Queens.

Top Shows and Networks by TV Ad Impressions

Via iSpot.tv, the always-on TV ad measurement and attribution company. Rankings are by TV ad impressions, for new episodes only. 

Even before brackets are filled out, men’s college basketball has been delivering billions of TV ad impressions. From March 7-13, games accounted for over 3.4 billion impressions — 6.6% of the total, and No. 1 overall among all programming.

More data about the top programs by TV ad impressions during the week:

• With new episodes on both Monday and Tuesday night, The Bachelor gave ABC and its advertisers a rose with over 605 million impressions.

• News programs remain a fixture for impressions, making up more than half of the top 25 shows by impressions (led by Good Morning America at No. 3).

• American Idol’s latest season remains a fixture in our rankings, sitting at No. 18 this week.

• SportsCenter TV ad impressions jump week-over-week, peaking on Selection Sunday, which as a single day accounted for nearly 28% of the program’s impressions for the time frame.

CBS is No. 1 in our ad-impressions-by-network ranking from Mar. 7-13, with 14.8% of TV ad impressions due in part to men’s college basketball action and, of course, the NCAA Tournament selection show.

Additional insights around the top networks by impressions from the week:

• With the ongoing war in Ukraine, cable news continues to deliver, as Fox News Channel, CNN and MSNBC combine for more than 22.5% of the week’s TV ad impressions.

• Sports-focused networks retain their own popularity as ESPN, Fox Sports 1, ESPN2, Big Ten Network and Golf Channel all appear in this week’s rankings (along with numerous other networks that also air live sports as part of their programming).

• Speaking of: TNT is No. 12 by impressions, predominantly on the back of live NBA and NHL games, which accounted for over 85% of impressions for the network on the week.

• TLC’s 90 Day Fiancé: Before the 90 Days delivered over 49% of the network’s impressions for Mar. 7-13, with about 3x the number of impressions of TLC’s No. 2 show, Dr. Pimple Popper.

The Division I men’s and women’s college basketball tournaments have been cancelled. NCAA president Mark Emmert made the announcement March 12.

“This decision is based on the evolving COVID-19 public health threat, our ability to ensure the events do not contribute to spread of the pandemic, and the impracticality of hosting such events at any time during this academic year given ongoing decisions by other entities,” the NCAA said.

The men’s tournament was expected to begin March 17 and conclude in Atlanta on April 6. The women’s championship was to start March 20 and finish in New Orleans on April 5.

Earlier in the week, the NCAA said it would hold the games, but bar spectators.

CBS Sports and Turner Sports produce the games, which air on CBS and the Turner cable networks.

The NBA put its season on hold after a player tested positive for coronavirus. 

The NCAA basketball tournament has a rich history of bringing alumni and current students together to root on their cherished alma mater. The way fans are consuming this content, however, has drastically changed since the event started in 1939.

With more people turning to streaming options for all types of content, it’s no surprise that March Madness Live, the event’s own streaming platform, increased 28% last year, setting a new record for live sports viewing. But even with this recent increase in streaming, data from CSG reveals that at the end of the day, cable is still the bedrock of live sports viewing, with 71% of global consumers still enjoying sports via their cable subscription.

Personalizing for the Dedicated Fandom

While live sports fans want an enhanced, personalized experience from both their cable and streaming providers, 64% of users don’t want to pay a premium price for it. Especially during fruitful viewing occasions like March Madness, customers want to view and engage with multiple games at the same time on the best screen that is available. Many prefer the TV, but just as often, they rely on their mobile device to ensure they don’t miss any three-point buzzer beaters.

The willingness to watch on any device is not surprising, as 59% of fans are committed to the full game experience. The unwavering dedication is great news for sports leagues and service providers who can capitalize on this passion to provide additional offerings including stats or selectable camera angles in customers’ sports packages. The offerings will up-level the fan experience no matter if they are on the couch or sitting on a bus.

A Community Without the Cost

Anyone who has tuned in to a sporting event today has witnessed the spirited community aspect, whether at a stadium, on a bar stool or in their living room — fans everywhere can be found with phones in hand, checking in on other games, player stats and so on. In an always-connected atmosphere, users are not missing a shot or play when they have access to multiple platforms and can engage with other March Madness fans while they watch. New, advanced technologies, along with social media have created a community that fans can log on to at any hour to keep up with concurrent games (41%) and find relevant stats (40%).

Digital innovation in the ways we watch sports is providing more than just personalized packages for consumers. New technologies and services are creating a contextual viewing “community” for fans, without having to leave their homes. One major way we see this network of people connect is through second screens, including social media platforms like Facebook, before, during and after the game. By strategically taking advantage of the real-time stats being collected and delivered to the fans, service providers can bring people together for the love of the game.

The Future of Courtside Seats

Fans can expect an even more fully-integrated sports community in the near future, as we are starting to see increased adoption of new technologies such as virtual reality (VR) and augmented reality (AR). Some providers have started to test this out — for example, last year, Verizon rolled out a VR stream of the Super Bowl across its 5G network to a small, select group. But we should be careful not to jump the gun, as it is still early in the of the VR/AR revolution.

The previously mentioned CSG survey found that the majority (69%) of today’s consumers aren’t yet ready to be thrown into a virtual, stadium-like experience from their couch. As the technology advances, however, so will public perception – in fact, nearly half (44 percent) of Generation Zers and millennials noted that they are interested in exploring what VR/AR have to offer as a way to get the courtside experience at home.

If that willingness to adopt the technology holds true, content providers will likely look for ways to give fans the “in-stadium” experience as a way to expand — and monetize — their sports viewing offerings. AR/VR has a unique opportunity to diffuse the unappealing parts of the in-person sports experience (cost, travel and crowds), all while providing the same thrill and interaction. The tipping point of deployment will be when the AR/VR experience can add significant value over the traditional viewing experience. When this “upgrade” is in place, VR/AR will likely become more mainstream for sports viewing.

Consumers have a deep connection to the traditional ways they watch their favorite teams, but they also see the value in leveraging modern tools to further enrich that experience. It creates a road map for broadcasters and providers to follow to ensure fans are engaged, revenue streams are modernized and content delivery is innovative. From the innovations we are seeing in how we watch sports and how big data is enhancing that experience, it’s clear that this digital disruption in the industry is only beginning.

Whether we’re enjoying sports on the couch, on our phones or through a pair of VR glasses, digital technologies have made an impact with consumers and providers alike. With no sign of slowing down, the future of sports is full of opportunities for fans to be able to further connect and immerse themselves with the sports and teams they love.

Kent Steffen is president of OTT at CSG, a Greenwood Village, Colorado-based technology firm.