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Fifa's marketers will not be blind to the $3m that was paid for 30 seconds of US advertising airtime during the 2009 Super Bowl, nor to the fact that the four-quarters structure of American football yielded 48 minutes of commercials.
But, Ms. O'Neill said, "there are cases when we'll encounter someone interesting who has no representation and within seconds of us expressing interest, we're hearing from an agent".
Within seconds of us starting the Amphitheater run – a wide-open blue that sweeps down the middle of the piste map – she was disappearing off down the mountain at an incredible rate of knots.
Within seconds of US fans thinking a one man advantage would ease their path to the last four, it was suddenly 10 v 10 and all to play for.
"There were multiple alerts, not only in terms of sirens but then within 30 seconds of us getting alerts on our computers we started getting in each office and then on my home phone and even my cell phone.
She is being helpful, no doubt about that, but there is an unconscious note of power play – not to mention the sweet irony of my having provoked her into pulling not one but two phones out of her bag within seconds of us sitting down.
Similar(51)
A third of us use Facebook.
24 million additional kids -- that's roughly equivalent to a third of US children.
"Through this year, maybe a third of US households are addressable," according to Neustar's business development director Lock Dethero.
Kevin Mountford from Moneysupermarket.com said: "Bank branches are expensive to maintain... around a third of us predominantly use online banking".
Research shows two-thirds of us will not use a business again after a bad experience.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com