jared leiby is back with us as well. they plan to watch the world cup. i think they are lying. they planned about. they plan to brush their teeth. and then they plan to watch the world cup. i don't believe it. >> it's growing out. advertisers are hoping for that growing trend. hope is hope to read i think it's a 43% increase in ad sales compared to 2010. 378million-dollar increase. melissa: okay. jared, i asked my twitter followers if they were going to watch and some people were saying they would rather watch a sundial. are you going to watch? >> i am. i grew up with soccer. i'm certainly not as into it. melissa: are you american? did you grow up in a european country? >> i was poor growing up. we kick the soccer ball. melissa: but, you didn't watch on tv? >> i do now and it is not as big in america. think about it, $14 billion was spent on these games alone in brazil. $576million is what they will shell out to the winners. these games-- some of these countries that play this is a big game changer for them. melissa: it