The ratings are declining because the measurement has not caught up with the viewership, right? Or what the viewers are doing. So once we can establish a measurement that is tracking what's actually happening. So back in the day, Nielsen was tracking what was actually happening, right? So that's why you saw the ratings reflecting what's happening. Now there is no reflection of what's actually happening. So I think we're getting there. But right now, it's just not happening. It just isn't. It's not something that can be done overnight. I wonder how many people are actually working on that. But I think we'll get there. So the idea of money moving to digital, I also believe that's happening. I have a strong belief, however, that when money moves around no matter what, if it's money to print, if it's money to podcasting, it's all based on an objective that the client has. So if one year your objective is brand awareness and you're all over TV, and the next year that money has shifted significantly or not to digital, odds are that objective has shifted. Is it more of a lead generating plan at this point? Therefore you want to go a little bit more closer to the customer on their digital viewing device or whatever. I wouldn't say that money is moving just because ratings are down. I think that that again, a sensationalist, it sounds sexy. But I don't think that's what's happening. There's addressable via the FEPs, if you will, which is the network sites where they show their TV shows. There's Hulu. There's Dishon direct TV right now with their actual addressable TV set homes. So we're so lucky that that's coming because what that's doing basically is proving what we unfortunately haven't been able to prove, but that TV works. So the more that we can go towards addressable TV, the better. We do have resources in TV that help us with our targeting. We have MRI, we know who these people are, and we know what kind of TV that they watch. We also tell them that we have the numbers from a male female skew, from a demographic perspective, and then we have certain buying strategies that hopefully meet up with their objectives, and then it's a conversation with the clients. The interesting thing about clients and TV is that all clients watch TV. So we have to come in from an expertise perspective. Otherwise it just becomes that I like this show and I don't like this show kind of conversation and that's not appropriate. I tend not to use the word programmatic, but the idea of data driven is very exciting. I'm excited to actually test it, to actually feel what it's like to go through the process. So we had a lot of talking about it here. There's a couple of points that we really didn't hit on that I think you can't hit on until you're in it, until you're getting your hands dirty into the process. And I'm excited to do that, and we're working on that right now.