The seven-day rating is the most accurate; it takes into account all the viewing that ultimately took place. We will use the seven-day rating as our sales currency.

A television event's ability to rise above the current prime-time average is a true measure of its success, based on the dramatic changes in the media landscape.

While DVR penetration is still relatively low, it certainly is an emerging technology. Measuring it allows us to become increasingly more accurate in measuring all the viewing that takes place.

It is another interesting way to look at viewer opinion, and we are going to be speaking with these companies about doing business with them, but my concern is whether or not what they monitor can be manipulated.

This is a profound change in terms of the day-to-day. We've never had a situation where we've had to deal with three data streams daily. It's going to be a very confusing time for folks. . . . I don't mean that in a bad way, it's just complicated.

There is so much sensitivity toward alcohol and how it is consumed.