see how the return on investment makes sense. >> so, you're not only paying for the 30-second spot during the super bowl, the commercial time, but what you're doing and what these people do and all that stuff, website. >> all the buzz. are people talking about it on msnbc, are people talking about it before, monday at the water cooler? are people visiting the website? are people saying, hey, check out youtube? it doesn't count on the neilsen ratings, but it counts in terms of branding your product. >> steve adubato, you should know. you've got that book coming out. thanks so much. >> that's right. by hook or crook, a wanna be thief who just keeps trying to pull a bank job and it's caught on tape. and we're keeping a watch on the massive mid-atlantic storm. introducing aveeno ultra-calming with active naturals feverfew. we know feverfew... has properties that help neutralize irritation... to strengthen skin and calm redness in just one week. discover new aveeno ultra-calming.