High-def continues to grow in popularity, and we want our consumers to see our ... ads in the highest-quality format.

Our research has shown that we were on target with the 21-to-27-year-old beer drinker through our message and approach in delivering humorous ads with an unexpected twist.

We listened more closely to our male and female drinkers. We're continually raising the bar on humor, and you find you can deliver humor and tell our stories in many different ways.

Those ads did push the envelope quite a little bit, and they got wrapped up in the whole (Jackson) controversy. They got a more negative reaction than they would have otherwise.

Popularity is not an indication of quality.

In the last year and a half, (A9) hasn't skyrocketed in popularity.