The more demand, the higher the price and the more frantic the efforts to place advertising. As we were placing spots, it was like the stock market. Inventory was already low and then the rumors would start flying about who was coming in. But the price doubled as electricity commercials bumped into an already tight advertising schedule. The last four months of the year are usually busy for many media outlets, including newspapers, television and radio.
Supermarkets start selling holiday turkeys.
Automobile companies issue new models. Advertisers want sports slots, and November elections create demand. The electricity commercials came on top of all that. Business has been good. We're having a terrific year.