It's a big variable. And this year, all of the [events] in primetime will be on tape.

Among major TV sports, college basketball is unusual. Despite a regular season that stretches over three months and features at least one nationally telecast game almost every single day, a majority of the ad revenue is generated during the short post-season. By contrast, college and pro football, see most of their national TV ad money during the regular season.

Nothing attracts audiences better than winning and American athletes tend to perform better in the Summer Games than the Winter Games.