March Madness and TV Ratings

With March Madness coming up, how are the TV stations that broadcast the NCAA tournament going to benefit? This tournament is similar to the Superbowl in that I think the stations ratings will go up (at least for the weeks of the tournament) therefore making them a lot of money. Also, there will be numerous commercials that air while the tournament is taking place. These commercials will persuade people to buy products. Also the ticket prices for this event will bring in mass amounts of revenue, because they are running about 200 dollars for a pair of cheap seats. What does everyone think?