Is the Superbowl Pricing Still Going Up?

Janine, do you feel still feel like the pricing is generally still going up for Superbowl ads? EJ, it depends on the brand. The price has pretty much, if not gone up and ready steady for a while now. I was kind of expecting maybe even more though with maybe some liquor brands or maybe some additional beer brands are sort of trying this out. They haven't had a chance to even try it in 30 years. And that's how long AB has held their exclusivity.