Nielsen Online: NCAA March Madness streaming dominated workplace

Video streaming from the workplace dominated NCAA March
Madness traffic, according to Nielsen Online, a service of The Nielsen Company.
A remarkable 92 percent of video viewers at NCAASports.com streamed content at
work, where they viewed 80 percent of the site’s overall streams, accounting
for 74 percent of all time spent viewing video at the site.

Table 1: At Work Online Video Viewing at NCAASports.com in March ( U.S., Home and
Work)
Source: Nielsen Online, VideoCensus

Managers will be relieved to know that – relative to other
streaming sites – at-work viewers were nearly three times more likely to watch
videos on NCAASports.com at lunchtime, between 12p.m. – 2p.m., than any other
time of day.

“Through NCAASports.com, CBS was again able to capitalize
on early tournament play by extending its coverage to an audience otherwise inaccessible.
The decision to offer all games and not black-out games being aired in-market
was sure to increase viewer satisfaction,” said Michael Pond, media analyst for
Nielsen Online. “On average, at-work viewers spent nearly two hours streaming
at NCAASports.com in March, the second highest time spent per viewer at work
among sites with video content. Moreover, the average stream length was eight
minutes, which is more than three times the overall average stream length for
the month.”