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MMOD Grows Unique User Roster By 10.4%

 With a solid run-up for the championship game, March Madness On Demand upped its user ante by 10% for its presentation of the NCAA's Men's Division 1 Basketball Championship.

All told, CBSSports.com drew 8.3 million unique users for March Madness On Demand, the free streaming platform for the NCAA men's basketball tournament, up 10.4% from the 2009 tourney level.

Total MMOD media consumption leaped 36% to 11.7 million hours of streamed video and audio. Users clicked the Dilbert-themed Boss Button 3.94 million times, 1.2 million more often than last year.

For the April 5 final in which Duke edged Butler 61-59, MMOD was in play with 575,000 unique visitors, up 70% from UNC's rout of Michigan State in last year's championship game, with users consuming a collective 368,000 hours, 72% more than the year before.

CBS Sports's average overnight household rating/share for the 2010 tournament was a 6.6 rating/14 share, up 5% compared to last year's 6.3/13 in the metered markets.

As for the classic championship contest, CBS netted a 16.0/25, up 34% compared to last year's 11.9/19 in the metered markets.