 But particularly radio, I don't know if that's particular, it's probably true of podcasts too, it's a very personal medium. It's very often a one-on-one medium. People have their headphones on, they're alone in their car, commuting to work, and it's just them and the podcast, or them and the radio station. It's a one-on-one kind of a medium. Unlike television, which is the idea is people gather around the family room TV and watch it as a group. Radio is much less, that was like that back in the 30s and 40s, but now it's much more intimate.