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Now we should also mention that part of the reason is because so many people have already cut the cord, so many people are already at zero, but the people that are still sticking around are sticking around. Oscar Orozco:. Any Ethan you mentioned in the report. You also mentioned the year-over-year declines were minutes.

It's become a staple once you cut the cord, that's the thing people get first and then go from there. And you can really tell that in terms of some really meaningful metrics like time spent.

But for that small handful of people like myself that have not cut the cord, it's pretty much entirely live sports that is keeping me there. And the ESPN family of networks, if that was to suddenly become available as part of some package with Disney+ and Hulu and whatever, some big thing, that would go a long way.

The other audience is, for other programs, just have shrunk or have never reached the heights of the Super Bowl, and so it's able to increase those prices, more and more price. The way I looked at it was this. Prices more than doubled in the last 10 years. In the last 10 years, prices more than doubled. In 2012, it was around three and a half million for a 30-second ad.

Anything that you remember from your childhood or never saw it in the first place.