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.

I promise you that during my life, I was more concerned about not letting people down, about doing my part, than I was ever into what it did for me. That is one of the great things about sports, and frankly, football really does instill that.

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.

There are a lot of people with money, but not with the passion to really go spend it.

I could hire every producer in Hollywood - 2,000 producers, let's say - and they couldn't come up with all the soap operas, in season and out of season, that NFL programming gives television.

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.

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.