With Kentucky and Kansas set to tip off at 9:30 EST tonight, the final game provides another opportunity for viewers to engage in the live-streaming of a major event. It provides us another opportunity to measure the success of a live-streaming event and also another chance for us to compare to other live-streaming events from 2012 (the Super Bowl, The Oscars)

According to Ad Age Digital, the $60 million in ad sales that Turner and CBS brought in around digital viewing can be viewed as major progress for digital.

Also, according to the article, ad sales for the web streaming of March Madness have nearly doubled since 2009, when they registered $32 million in ad sales. The total number of $60 million does not include revenue from the one-time fee of $3.99 that the companies charged for March Madness Live.

Overall, March Madness Live registered 31.3 million visits across all platforms, based only on data collected through the first Sunday of tournament games. Time spent mobile streaming was up 40% year-over-year, and 36% for the first weekend of play.