Ratings for the first weekend of the NCAA basketball tournament increased 4% Y/Y to grab a 12...

|By:, SA News Editor

Ratings for the first weekend of the NCAA basketball tournament increased 4% Y/Y to grab a 12 share and earn the highest ratings in 19 years. CBS (CBS -1.2%) and a trio of Turner stations (TWX -1.1%) are broadcasting the games in the third year of a $10.8B contract. The approach by CBS-Turner to broadcast every game in its entirety has cut into an annual March revenue boost for DirecTV and Dish Networks with their basketball packages.