The NCAA tournament begins at 12:15pm today as 64 teams will compete to win the NCAA Championship. In the last decade, the NCAA men’s basketball tournament edges out pro-football for the honor of most lucrative post-season sports franchise as measured by national TV ad revenue, according to a report from Kantar Media. With $1.15 billion of ad spending from 65 games the 2013 tournament beat the 11-game NFL playoffs by over $50 million and the NBA post-season by $223 million.