Selection Sunday just hit, but who's going to get paid? Turner and CBS, certainly. Ad sales for the 67 games are up a reported 10 percent, with digital sales accounting for fully $85 million of the ad bucks spent on the wall-to-wall basketball tourney as of Friday. But when are the best times to run those ads? Rolfe Swinton of RealityMine says the key isn't suspense. "People aren't necessarily watching the final days in the greatest numbers," Swinton said—if your team gets knocked out, you're less interested. Digital is growing but TV is still primary for Madness viewers, with 44.7 percent of consumption taking place there as opposed to 27.2 percent on computer (read: at work) and 16.3 percent on mobile. (The rest is radio.) Oh, and happiness increases over the course of the day. As does frustration, of course.