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TV By the Numbers: 2021 Masters Scores for Watch-Time

Hideki Matsuyama of Japan plays a shot from a bunker on the 18th hole during the final round of the Masters at Augusta National Golf Club on April 11, 2021 in Augusta, Georgia.
Hideki Matsuyama of Japan plays a shot from a bunker on the 18th hole during the final round of the Masters at Augusta National Golf Club on April 11, 2021 in Augusta, Georgia. (Image credit: Mike Ehrmann/Getty Images)

This is a quick snapshot of TV by the numbers for the week of April 5-11, revealing the most-watched shows and networks using glass-level data from Vizio’s Inscape, and the top shows and networks by TV ad impressions with 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 17 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 2021 Masters Tournament took first place, capturing 2.70% of all minutes watched, while the NCAA men’s basketball tournament was in second place (0.94%). MLB baseball and NBA basketball both made the top 10 for watch-time, with 0.89% and 0.79%, respectively. Ranking newcomers for the week included Gunsmoke, which was at No. 19 (0.45% of all minutes watched) and The Price Is Right (No. 22, 0.42%). American Idol remained at No. 25, with a slight increase in watch-time from the previous week (0.40% vs. 0.39%).

Also Read: Just How Much of a Slam Dunk Has March Madness Been on Live TV?

Most-watched shows on TV by percent share duration for April 5 -11.

CBS continued to reign supreme on the network ranking, snagging 9% of watch-time, up from 7.51% the previous week, thanks in part to the 2021 Masters Tournament and the NCAA basketball tournament. The Masters also helped boost ESPN and Golf Channel up in the chart: ESPN took sixth place with 2.58% of all minutes watched, while Golf Channel was No. 25 (1.02%). TBS, which had been benefiting from March Madness games over the last few weeks, dropped to No. 14 from ninth place; MSNBC also slipped in the rankings, down to No. 16 from No. 10 the week before.

Most-watched TV networks April 5-11.

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. 

Once again, college basketball was No. 1 for TV ad impressions, 930.7 million, a 74.82% week-over-week decrease as March Madness and the NCAA tournament came to a close. NBA basketball took third place with 729.3 million impressions, a 55% increase from the previous week. The 2021 Masters Tournament and Live From the Masters were neck and neck with 636.1 million impressions vs. 625 million, respectively, and MLB baseball made the top 10 with 622 million impressions, a slight 5.6% week-over-week increase.

Top shows by TV ad impressions for April 5-11.

CBS maintained its first-place position, although its 7.9 billion TV ad impressions constituted a minor week-over-week decrease. Both ABC and NBC had slight upticks in impressions from the week before, generating 5.6 billion and 4.9 billion, respectively, compared to 5.4 billion and 4.7 billion. Golf Channel jumped into 10th place from No. 17, with its 629.8 million impressions fueled almost entirely by Live From the Masters. MLB Network and Fox Sports 1 were close behind, each generating over 621 million TV ad impressions. Headline News took No. 19 with 369.1 million impressions, driven largely by The Death of George Floyd: Derek Chauvin on Trial.

Top networks by ad impressions April 5-11.