How do you think about its value beyond the commercial spot? From a buyer's perspective, am I going to invest all this money in that? And then what's next?

Well, you know, the beauty of the Super Bowl this year is that it's on Valentine's Day.

So from a marketer's perspective, the most brilliant marketers are going to really take advantage of that and understand what that kind of creative freedom will allow them to do in terms of how they come up with the right creative.

But the great part is what we didn't talk about is the Sunday before, we also have the Grammys for the first time at ABC.

And so what we have done with many brands is said, we're going to be owning L.A. for the week leading into the Grammys.

We're going to be based in Santa Monica on the pier the entire week between the Grammys and the Super Bowl with incredible programming events, stunts and activations for our fans.

And then we're going to land on the Super Bowl on Valentine's Day, which in and of itself is so fun and interesting.

If the fan isn't thinking about delivery mechanism, how much should the advertiser be thinking about that? First of all, should they? Does it matter?

And do you think that we sort of undervalue it and we've got to do probably a little bit more work with clients for them to understand what that means and how it actually improves effectiveness?

Yeah, I think there's two ways to look at that.

I definitely think there are brands who value trust and incredible quality content and quality environments.

And you see that in the amount of multi-year deals that people want to do with our company.

We have over 70 now, mostly anchored in sports.

Because of the scale and growth of sports, it continues to be a... you know, rocket ship to up and to the right in terms of audience growth, opportunity, engagement, fan engagement, as well as brand opportunity and brand engagement.

So there's no question there, but there's still a marketplace.

sell out?

What are you most excited to talk about on stage? What do you want to, to get across to Madison Avenue next week?

Um, well, first of all, I'm gonna be thrilled to see thirty-seven hundred of our biggest and best fans and partners, uh, in the room.

Every year, that event becomes bigger and, uh, more crowded, which is great, but it's also a time to just re- reconnect, recalibrate, and, and really get them excited about what we're excited about, which is really the momentum across our entire platform and portfolio of sports, entertainment, and streaming products as we move into the most int- important time of the year, where those conversations happen in terms of really aligning around the partnerships and the business relationships that matter.

And the momentum around our platform is undeniable.

We've had extraordinary growth across our sh- ad-supported streaming properties, and that's obviously Hulu, Disney+ and ESPN.

We have incredible momentum around our sports business with the sports rights that we have, but also a year where we're heading into unprecedented live across our entire portfolio, both on the entertainment and sports side.

And it's really around the ability to really automate our business for partners, not only through everything we're doing with brands acrossIntegrations and performance of, of programmatic growth in our business, but also around all of the advancements we kicked off at our tech and data showcase in January around automation and AI enabling, planning, buying, and measurement of campaigns, but also dynamic advertising creative, as well as the scale and reach across the entirety of our portfolio, not only in the US, but globally as well, and some brands that have asked for that as we connect with that next opportunity as we grow a streaming business around the world.

You're saying that live events, of course, sports, enormous investment in sports for ESPN and ABC, but are there other particular things in the live space that you're looking to talk about?