There is so much sensitivity toward alcohol and how it is consumed.

This is a profound change in terms of the day-to-day. We’ve never had a situation where we’ve had to deal with three data streams daily. It’s going to be a very confusing time for folks....

It is another interesting way to look at viewer opinion, and we are going to be speaking with these companies about doing business with them, but my concern is whether or not what they monitor...

The seven-day rating is the most accurate; it takes into account all the viewing that ultimately took place. We will use the seven-day rating as our sales currency.

While DVR penetration is still relatively low, it certainly is an emerging technology. Measuring it allows us to become increasingly more accurate in measuring all the viewing that takes place.