a $200 million check -- >> each month. >> so in some ways, what always struck me about what happened is e isn't how much money it is, it's actually how little. these are people that have so much money, they could just drop a billion. i mean, 10 e 1/30? >> proctor and gamble spend $6 billion a year on advertising. the entire campaign of 2012 costs that much. i agree: i'm always surprised at how skin flinty this is. even on air waves, there's a finite amount of inventory on the air waves. >> i think consul tantds are celebrating. nick is right. the air we'ves have only a finite amount of resources. and you're going to have to find out how to spend that money on the ground in an effective way.