 And that will, in turn, attract more donor support, which will pay for more ads, which will then continue to fund the upward cycle. Though that may be the plan, Green doesn't believe it works quite that smoothly. And it's not the commercial's fault. Oftentimes, the lack of effectiveness is due to the type of outlet campaigns choose. Viewership on streaming platforms surpassed cable for the first time in 2022. But eMarketer, a research company...