The NFL is in premium interest time, in the fourth quarter [of the business year] when you have Thanksgiving, Christmas, and that's when we try to get the most decision-makers in front of the television, in the fourth quarter.

Is [football] for everybody? Of course not. But it is a meaningful contribution beyond, I think, other alternatives.

Anybody involved in sports in Missouri knows it's a great sports state. It is a great sports state, particularly in basketball and baseball. Particularly. Not to demean football, but it's a baseball state and a basketball state.

I take a good feeling away from what football brings.

With the initial focus groups and the initial look-sees, the Rams are a very popular team in Southern California. And so one of the reasons that it was attractive to us to work against them is because they have that good flavor.

Everybody is pretty good in the first quarter. Second quarter, you have a little bump or two on you coming into the half. By the time the third quarter comes around, you're tired, you're laboring. When you come to the fourth quarter, it calls on your character.

You could have a player that gave you some iffiness but his talent would make a real contribution, but you had to have an overwhelming base of players so you know exactly what you had.