Ron Lynch

So the campaign monetized right away.

No, remnant time occurs in day parts all day long.

You can get it at any place.

What happens is you're not buying a specific time.

You're buying a window of time.

So your spot's going to run, say, between 1 o'clock and 3 o'clock.

You don't know exactly what slot it's in.

Yeah, it's time that they have left over.

Oh, wow.

What you usually see is it ends up being local car dealerships or your local carpet cleaner or even a station promo.

So that becomes difficult to measure per spot because we're buying so many of them a week.

So we actually just bundle that as a flow during the week and check that metric every Tuesday morning.

So we tend to measure things more in terms of revenue than in leads.

Great.

So let me measure it for you in revenue.

If we spent $100,000 a week, we could anticipate selling $200,000 to $250,000 worth of cameras.

No, because the next step was going to retail.

And for every one you sell on TV, you sell six or seven at retail once you open the retail doors.

So, I mean, you could say, yeah, there's diminishing returns.

Eventually, your television MER drops off, but your retail takes off in place of it.