The short version is the TV ratings for the NCAA Final were down, but not down as much as other sports:
sports.yahoo.com
The theory is that because Baylor took the lead early, people tuned away.
But Saturday night's Gonzaga-UCLA game, which was a much better game, had fewer viewers:
Blowout Sinks NCAA Ratings, But $900M in Ad Sales on Par With 2019
In running away with the NCAA title game practically from the jump, the Baylor Bears routed the once-undefeated Gonzaga Bulldogs by 16 points Monday night, and in so doing put the hurt on CBS’ ratings prospects. According to Nielsen live-plus-same-day data, Baylor’s 86-70 beatdown of the...
The theory is that because Baylor took the lead early, people tuned away.
But Saturday night's Gonzaga-UCLA game, which was a much better game, had fewer viewers: