 Yeah. It's funny, too, because I'd compare it to radio, really, is if you look at Major League Baseball, if you compare it to a radio thing, the two main things that you're judged on with the ratings are CUME and something called TSL. So CUME is how many people do you get in the door? How many people at least flip on your broadcast? And then time spent listening. How long do they stay? If you...