SBD/3/Sports Media

CBS EXPECTS BIG RATINGS FOR TONIGHT'S NCAA FINAL

     Since the showdown between Michigan State's Magic Johnson
and Indiana State's Larry Bird in '79 set a ratings record with a
24.1, the men's NCAA basketball title game has never drawn less
than 18.8, according to Prentis Rogers in Atlanta.  CBS' Jim
Nantz:  "The three most watched games in the history of
basketball are NCAA championship games, and nine out of the 10
highest rated games are in college, not pro."  In the '90s, the
men's NCAA final has averaged a 21.2, and tonight's UCLA-Arkansas
matchup "doesn't figure to hurt that average" (ATLANTA
CONSTITUTION, 4/3).  According to Rudy Martzke, tonight "figures
to rank among the five most watched basketball games in history"
(USA TODAY, 4/3).
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