...NCAA @ 9:20pm...

Here is the answer to the question, "Why is the NCAA game at 9:20 tonight?":

Because you always have, and will continue to, watch big games at 9:20pm.

Advertisers drive the whole thing, obviously. This isn't about anything besides maximizing the advertising dollar - anyone who says different is not telling the truth, and anyone who can't understand that doesn't want to know the truth.

You may say, "but I think more people would watch if it started at 8:30," but you don't run Neilson, and you don't sell advertising space for CBS.  CBS and its agencies for advertising feel differently.  They don't sell a mythical larger audience an hour earlier, they sell a proven audience number that captures full attention of the LIVE West Coast viewership at 9:20pm.

Much like anything else in our capitalistic society - if you don't like how late it starts, don't watch, but more importantly, don't buy the products that advertise during the game, and don't visit the websites of the products that advertise during the game.

We can defeat this thing and by 2085 the game may start at 9:05, if we fight hard enough!