CBS earns $30M in online ad revenues for NCAA hoops

Once again CBS is proving that offering free, or largely free, streaming for major sporting events doesn’t cannibalize the product.

It increases demand, and therefore value, and not just in terms of revenues. Last year, the first year of March Madness on Demand pulled in $23 million and attracted 4.7 million viewers. Expectations of 5 million viewers this season — and the tournament doesn’t tip off for another two weeks — are not unrealistic.

If Tiger Woods’ brief return to golf last week could pull in 2.5 million online viewers, what does that say about the possibilities for streaming?

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