March Madness Off to Record Start

Afternoon Edition

March 23, 2026

March Madness drew its largest opening-day audience across multiple TV networks. The 16 games averaged 9.8 million viewers, up 6% from last year’s record-setting start.

—David Rumsey

First Up

A bipartisan bill aims to ban sports betting on prediction-market platforms like Kalshi and Polymarket. Read the story.
From Tom Izzo to Rick Pitino, the old guard of coaches is still thriving in March Madness, even in this NIL era. Read the story.
Augusta National’s idea of “Masters Perfect” now means making decades of Masters shots instantly searchable for fans. Read the story.
Kansas basketball star Darryn Peterson said injuries and “mind stuff” derailed his freshman season at Kansas. Read the story.

March Madness Tips Off With Record 9.8M Viewers on Opening Day

William Purnell-Imagn Images

March Madness tipped off last week with the most-watched opening day of the men’s NCAA basketball tournament on record.

The 16 games broadcast across CBS, TNT, TBS, and truTV on Thursday averaged 9.8 million viewers, which is up 6% from last year’s opening day, which also set a record at the time.

Thursday’s primetime window—which included No. 1 seed Michigan’s 101–80 rout over No. 16 Howard and No. 11 VCU’s 82–78 upset victory over No. 6 North Carolina—was the most-watched first-round window in March Madness history, averaging 12.5 million viewers.

The early and late afternoon TV windows also set records of their own for their time slots, averaging 8 million viewers and 9.8 million viewers, respectively.

First-round games Thursday also included No. 1 Duke narrowly escaping No. 16 Siena with a 71–65 win in which the Blue Devils trailed for the majority of the game.

No. 12 High Point upset No. 5 Wisconsin 83–82 to seal the program’s first March Madness victory. No. 11 Texas defeated No. 6 BYU 79–71, which kicked off the Longhorns’ Sweet 16 run.

Viewership for Friday’s first-round games and the second-round games Saturday and Sunday is expected to be available Tuesday.

Watch Party

Before Thursday’s opening day, truTV drew its most-watched First Four on record.

A combined 7.5 million viewers watched Tuesday’s and Wednesday’s play-in games from Dayton. Miami (Ohio)’s 89–79 win over SMU was truTV’s most-watched First Four game on record, averaging 2.8 million viewers.

March Madness continues Thursday and Friday with Sweet 16 action on CBS and truTV/TBS.

The Tech That’s Powering Fan Experiences

AI-powered networks are revolutionizing the way we experience sports. The electricity of every game day is now amplified by digital innovation behind the scenes. From your phone to the front row, an orchestra of next-gen tech makes it easier than ever to be a fan.

Dive into the 2026 Sports Tech Brief to see how Comcast Business provides a seamless experience for fans whether they’re 50 yards or 5,000 miles away.

EXCLUSIVE

NFL Network Stays in Draft

NFL Commissioner Roger Goodell and Green Bay Packers alumni welcome fans to the 2025 NFL Draft before the first round on Thursday, April 24, 2025, at Lambeau Field in Green Bay, Wisconsin. The draft runs through April 26.

Green Bay Press-Gazette

ESPN will allow NFL Network to continue airing its own version of the NFL Draft, sources tell Front Office Sports—setting up a crowded, all-hands-on-deck approach to the league’s biggest offseason event. Rather than consolidating coverage after the takeover, Disney plans to spread it across ESPN, ABC, NFL Network, and The Pat McAfee Show Draft Spectacular.

That means NFL Network keeps its draft show for now, even as ESPN takes over—and there will be overlap across talent and coverage. What happens longer-term, especially as contracts come up, is still to be seen. Read the story.

ONE BIG FIG

Huge Haul

Feb 8, 2026; Santa Clara, CA, USA; Seattle Seahawks wide receiver Jaxon Smith-Njigba (11) runs the ball during the third quarter against the New England Patriots in Super Bowl LX at Levi's Stadium.

Cary Edmondson-Imagn Images

$42.15 million

That’s the new average annual salary for Seahawks star wideout Jaxon Smith-Njigba, which makes him the highest-paid wide receiver in NFL history.

Seattle has signed the reigning NFL Offensive Player of the Year to a four-year contract extension worth $168.6 million. Smith-Njigba, the 20th overall pick in the 2023 NFL Draft, hauled in 119 receptions during the 2025 season, totaling 1,793 yards and 10 touchdowns.

Smith-Njigba’s new deal edges out Bengals receiver Ja’Marr Chase, who was previously the highest paid with an average annual value of $40.25 million.

How On Location Is Elevating World Cup

The FIFA World Cup 2026™ will be the largest tournament ever, spanning 16 host cities across North America. With just under 100 days until kickoff, the window to secure premium hospitality is drawing near.

As the event’s official hospitality provider, On Location is helping companies show up in a bigger way. Beyond premium seating, its programs offer dedicated venue entry, three hours of prematch access and two hours postmatch to host and connect, plus chef-curated menus, exclusive entertainment, and white-glove concierge service designed to remove friction at every touchpoint. The focus is on making every matchday seamless, elevated, and relationship-driven.

As sports hospitality becomes a more strategic business tool, On Location is positioning brands at the center of the world’s biggest sporting moment.

Learn more about FIFA World Cup 2026™ hospitality here.

STATUS REPORT

Two Up, Two Push

David Butler II-Imagn Images

Audi Crooks ⬆⬇ The Iowa State star delivered another dominant performance—scoring 37 points—despite the Cyclones being knocked out in the first round of the NCAA women’s basketball tournament. The All-American center, however, has not committed to returning to Ames, and her future—whether staying, transferring, or turning pro—remains uncertain.

Sebastian Korda ⬆ The American upset world No. 1 Carlos Alcaraz in the third round of the Miami Open on Sunday. The win signals a comeback for Korda, 25, who was once expected to be one of the country’s top men’s players, peaking at No. 15 in 2024 before being derailed by injury. He is the son of former men’s No. 2 Petr Korda and the younger brother of LPGA stars Nelly and Jessica Korda.

Wimbledon ⬆⬇ The Grand Slam tournament will use video review technology for the first time this year, the All England Lawn Tennis Club announced Saturday. Wimbledon introduced Electronic Line Calling technology last year, but it faced some significant challenges, particularly during a match between Anastasia Pavlyuchenkova and Sonay Kartal when the system was accidentally turned off. Wimbledon officials apologized for the incident.

Anton Frondell ⬆ The No. 3 pick in the 2025 NHL draft is expected to make his debut with the Blackhawks this week after finishing a solid season in Sweden. The 18-year-old forward is likely to step into a significant role right away for a rebuilding Chicago team that currently sits in last place of the Western Conference’s Central Division with a 26-31-13 record.