The University of Kansas men's basketball team may have won the NCAA championship, but CBS was the big March Madness winner, netting more advertising dollars per online viewer than for a traditional television viewer.

The network streamed every game of the NCAA tournament for free on CBSSports.com, and pulled in $4.83 in advertising per online viewer, compared to $4.12 for each television viewer, according to data from CBS and research firm TNS. Online drew 4.8 million viewers, still paling in comparison to the 132 million who watched on TV.

CBS ran the same amount of ads online and on TV, and advertisers paid equal or higher raters to reach consumers online, according to executives.

"It's less about where the consumption takes place than what's being consumed. This was live exclusive coverage of the NCAA tournament," Rich Calacci, senior vice president of advertising sales for CBSSports.com, told the Washington Post.

Actual advertising prices were not disclosed.