Stock Watch: NCAA Coverage Boosts SportsLine, Inc. (Nasdaq: SPLN) rose 2 7/8 to 37 7/8 Tuesday after the company said its coverage of the NCAA men’s basketball championship games set records in both advertising sales and traffic to its Web sites.

Sponsorships for the games totaled more than $4 million — the largest number SportsLine has ever seen — with such sponsors as Oldsmobile, Budweiser, E*Trade, Nike and Nortel. Thursday and Friday, March 16th and 17th, saw between 31 million and 35 million page views. From Thursday through Sunday, got more than 93 million page views.

The company’s CBS SportsLine is the only Web site offering the live audio feeds of CBS Sports’ television broadcasts and video highlights of all 63 NCAA tournament games. With feeds from Akamai Technologies (Nasdaq: AKAM), there were no glitches — even at 330,000 hits per minute, SportsLine said.

Since “Selection Sunday,” March 12th, more than 100,000 new members have joined the site’s Rewards program, which grants points for viewing pages.

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