>> three million dollars for this ad space is on top of the cost that it takes to make these ads. is it really worth it? >> as long as its a good ad, i think it is. i think that the -- all the buzz that you're getting before the game, during the game you have over 100 million eyeballs on that ad. it's america's last campfire. the last thing we have left in our culture where everybody is gathering together. they are watching something at the exact same time and experiencing the exact same emotions and they can talk about that together. and the echo effect that happens online after the game. i think that not only is it worth the money, i really think it's a bargain in today's scattered media market. >> okay. you know what? as i told you before, one of my all time favorites, the etrade talking baby ads.