It's like the gold rush again.

If you're in the business of selling advertising in the UK, traditional media has been pretty tough over the last 18 months. There haven't been many media categories that have seen much growth other than the Internet.

We have been watching the digital publishing sector very closely over the last few years and have now decided it is time to ramp up our activity.

Not at all, I never expected them to. I thought that planners and researchers would use it, but buyers would struggle to find the time to use this information. It's too complicated from a trading perspective.

They get down and dirty. It's kind of The O'Reilly Factor of football.

I can't get off that channel,