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.

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.

Y'all should come to Cowboys Stadium and watch us beat the Giants' asses.

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

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.

And I completely am one of the most sensitive in that area as far as the NFL is concerned.

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