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.