You don't see young men walk out and say, "Hey, let's go knock the [stuff] out of each other." You say, "Let's hit some grounders. Let's play catch. Let's shoot some baskets."

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.

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

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

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.

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

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.