They got a 12.8 in the Houston market only. What do you think ISU/Iowa will get in the DM/Ames market? The key is did they move the needle nationally?
Wouldn't a 12.8 in the Houston market be the eyeball equivalent of about 128 in Des Moines?
Since they have 10x the population I would assume ad rates are 10x too (disclaimer: I know jack abt TV advertising).