20% of browser-based (not an app) sports content viewed during the NCAA has been on a smartphone or tablet, according to Comscore.

I’ve been thinking a lot about the second-screen effect, and how watching a show on a large screen TV is now often accompanied by engaging via a hashtag on Twitter or a viewing a network’s additinal features. But there’s a lot of primary rich media experiences taking place on the phone and the tablet – tablet consumption has the bigger lift — up 94% from the average of the previous three analogous timeframes. Time-sensitive lends itself to mobile consumption and the new iPad is about as close as you can get to carrying your flatscreen around with you.

Image: bumeistr1