Once you get past TV sports advertising, fantasy sports is one of the highest-generating revenue aspects of sports.

Ads are the cave art of the twentieth century.

The typical fan is sitting back and cheering and watching and getting absorbed into it - but with fantasy sports, you're competing independently and controlling the outcomes in a little different way.

The principal thrust of advertising is reaching a specific audience. A sports audience is not necessarily a 'Friends' audience.

In the past, advertising has for the most part been about three things -- to inform, to persuade, and to remind,

In the past, advertising campaigns have been planned long in advance. But now advertising has become increasingly responsive to pop culture, so the campaigns can rest on something that's surprisingly recent.