After seeing the success of last year's initial foray by the NCAA and CBS into the free streaming of March Madness games, more advertisers are signing on to the program, according to ClickZ.
This year, more traffic is expected to CBS Sportsline, which will host the streaming video, since more people are familiar with such video than were a year ago. By using the web, CBS can make all 56 first-round games available for viewing - as opposed to the one it can show per region on traditional TV.

Streaming also opens up a significant amount of ad inventory for CBS to sell. Ads different from those shown on TV will be inserted into the streams, so there's no cannibalization of revenue.

This is the fifth year that CBS is showing games online on-demand, but only the second that watching is free and ad-supported. Prior to that there was an access fee.

The size of the streaming player has been increased by 50 percent and its quality upgraded, resluting in a better presentation for both the games and the ads. CBS has also doubled its feed capacity in anticipation of increased demand.