Starting times for AFC/NFC champ. games

I have wondered this for years, anyone know why the AFC championship game starts at 3 p.m. Eastern and the NFC game is at 6:30?

All the other games during the season and playoffs start at approx. 1 p.m., 4:30 p.m. and 8:30 p.m.

Why doesn’t the NFL play the championship at 4 p.m. and 8 p.m.?

I’ll assume money since that would make sense. 3 PM eastern time is 12 noon pacific time, so that helps with viewing.

The second game can serve as a lead in for whatever show the network wants to promote. Fox is showing some show called The Following after the game. This way, Fox gets monster ratings for the NFL game, but can also get more viewers and higher ratings for The Following.