Toronto-based Score Media is reporting significant audience increases for this year’s NCAA March Madness, which the sportscaster played out on TV, online and mobile platforms.

On television, The Score’s coverage of NCAA March Madness drew an overall average audience of 49,000 viewers – up 13% over last year’s tournament average. In The Score’s men 18-49 demo, audiences were up 14%.

Online, theScore.com‘s traffic was also up over last year’s numbers. Page views were up 24% to 3,275,216 and unique visitors up 27% to 293,320. Overall in March, the site achieved a record audience with unique visitors of 370,899, up 10% over last year.

The net’s web-based ScoreMobile iPhone Edition, which provided previews, box scores and recaps to iPhone and iPod touch users, delivered half a million page views during the tournament and over 25,000 unique US and Canadian visitors. The tournament was also available on other Canadian wireless carriers via ScoreMobile 2.0.

‘We gave hardcore hoops fans even more ways to follow the tournament this year with our complete cross-platform approach,’ says Score Media CEO John Levy. ‘We are extremely pleased to see audience growth on all of these mediums.’

NCAA March Madness was the climax of a full season of NCAA basketball coverage on The Score, including 20 key match-ups during the regular season and several Conference Finals, including the ACC and Big East finals. Score Media will be the exclusive Canadian broadcast partner of NCAA March Madness through 2010.