possible, we could have a trend setting on that front going forward, but let me go to what s next. so, if we saw sort of this was the year that broadcast tv got slash end a we saw the rise of more sophisticated cable targeting, the rise of more digital targets, what s next? what was the tiny slice that didn t exist ten years ago that s coming? i think what s coming is the consideration of mobile. the idea that you can reach people in their back pockets and pocketbooks instead of waiting for them to get in front of a screen. people haven t figured out how to do that very well yet. i think they will. and is there has there been what kind of testing do you feel like s been done, have they done enough. do they know that doing it this way truly has worked or are they moving into these categories before they know for sure this is the smartest way to go about