You betcha, CBS loves March Madness. It is a monthlong extravaganza for the network. Every gambler in the United States (and elsewhere) crawls out of his or her cave and wages heavily on whether Unknown A&M can upset Perennial Tech in the tournament.
CBS cranks out big network ratings by broadcasting games of teams you've never heard of. Perhaps only a diehard hoops fan knows automatically that Gonzaga is in Washington state.
This year, CBS has the added bonus of airing the NCAA Men's Basketball Championship Game on Monday night, April 1.
This is a momentous occasion for two reasons: 1) April 8th is the first day of the second quarter so CBS gets the benefit of having the biggest game of all show up in all of its advertising and viewer splendor its second-quarter earnings period and 2) April 1 happens to be my birthday (apropos of nothing). CBS is looking forward to enjoying a huge ratings and advertising windfall. It also has the opportunity now to promote in prime time, night after night, its slate of entertainment and news programs.