Ann: Chairman's Address to Shareholders, page-10

As online advertising is generally purchased by CPM rate (or cost be thousand displays of the banners) you can see from here http://monetizepros.com/blog/2014/average-cpm-rates/ that the average rate for an entertainment site in 2014 is $2.75 (meaning $2.75 in revenue is generated for every 1000 banners served). It could go as high as $7.10 or as low as 35c, according to these figures. Estimating the uctv audience based on Alexa ranking and applying best case scenario, lets say 1000 monthly views generates 10000 pages and there are 3 ads to a page ... 30,000 impressions at $7.10 per 1000 pages (CPM) equals revenue $7.10 x 30  or roughly $213 a month revenue at the high level. At average level $82.50. At worse case scenario = $10.50. On worse case scenario of $10.50 a month uctv should have made $31.50 in the last quarter and it failed to achieve even that. That should be enough to justify more options for directors shouldn't it?