Last year's top five picks--LSU quarterback JaMarcus Russell, Georgia Tech receiver Calvin Johnson, Wisconsin tackle Joe Thomas, Clemson defensive end Gaines Adams and Penn State tackle Levi Brown--took just under a third of last year's rookie money, while the top 10 picks accounted for half.

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For the March Madness television coverage, the company not only released more ads in the same formula, but created a new set, where NBA greats Magic Johnson, Larry Bird, Kareem Abdul-Jabar and Bill Russell take the role of the kids.

FORBES: AT&T March Madness Ad Spend Reaping Perception Dividends

Day, ranked 43rd, beat 2007 Masters winner Zach Johnson in his opening match and then disposed of American PGA Tour rookie Russell Henley -- who won the Sony Open in Hawaii last month.

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Johnson accomplished this through one of his first shows, Modern Architecture: International Exhibition, curated with Henry Russell Hitchcock.

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