It's the premium time, the fourth quarter. October, November, December and now, if you will, going over into the first quarter in January. But really, football, that's when the interest is in the game.

We see every day that our very laws have both sides of the fence.

Nobody is thinking they're going to come out here and put a team here and become a multimillionaire. I don't know anybody that comes into the NFL like that

Other sports culminate at different times of the year, but the NFL is in the fourth quarter - that's where the money is.

Sports that are continuous and never stop don't give us the opportunity to segment our messages.

If people have the ability to see it, and you spend the money to put the wow factor into it, they will reward that entity or that team or that business, and they will then say they appreciate me, they appreciate what I'm about, and they will support it.

It's kind of like...with our own checking accounts, just because it's in there doesn't mean you should spend it or can spend it. You know that you have the rent coming.