coffee shop or water cooler. being able to actually hear what the electorate is saying as opposed to the view of a single pundit or a group of people turning dials in ail hotel ballroom somewhere can be very telling. what's interesting and toure talked a moment ago that you get more talk. we saw massive amount of conversation on both sides. the peaks haven't been the big bird type moments but actually more substantive issue areas. >> what's interesting is we talk about how television ratings are going down for sitcoms, for d m dramas and other things. it isn't going down for major event television, the super bowl and oscars. with the presidential debates we had the audiences way up this year. twitter is a huge part of it. you have to be there live and