campaign is set up is that in addition to the salaries listed in the filing to the federal election commission, the admakers and the ad team take a certain percentage of the ad buy which is just lumped together in the fec reports with the actual tv costs. >> explain what that means. >> well, bob shrum can probably do numbers better than i can, but basically it's a leftover from the early days of commercial television advertising, and as much as 15% of the ad buys, mostly negotiated down from that, can be called -- can basically go to the ad team as a fee. >> right. so people who are listening to, the incentive structure is such that you're the person who oversooes what kind of ads to run and how much money to put on ads, and your compensation is such that the more money you put into ads, the more money you get paid. >> what's really unique though about this sickle is we're seeing the emergence of a lot