CBS, which is making $30 million in online advertising during the 2009 NCAA tournament, is experiencing record traffic to its March Madness on Demand video player.

During the first three days of the tournament, the player had 4.8 million unique visitors, up 65 percent from the previous year. Additionally, the site streamed 5.6 million hours of video and audio, a 64 percent jump.

Having used the player on Thursday and Friday, we have to say it's quite impressive and a far better viewing experience than last year. Microsoft's Silverlight player — first used during the Beijing Olympics this summer — is beautiful and fast. Even Will Leitch likes it. You can't really ask for anything more than that.