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The NDP analyst states "Zelda is the top-selling property of all time within the Adventure super genre". So the NDP probably don't classify Mario series games under Adventure.
There is no question that Mario Bros as a brand has brought in more total revenue than Zelda.
I don't have sales figures but I would speculate Mario has the highest lifetime revenue across all brands in video games period, especially if one factors in things like Mario Kart, Mario sports titles, RPG/Paper Mario etc.