"McConaughey's always the guy, right? He's tremendous television. He's a great guy and he loves Texas and he loves football and he's been so kind to us over the years. He's not in town."
"This weekend in Columbus (OH) I think you'll see a much more comfortable environment and you'll see him be able to deliver as he still does, which is remarkable," Davis said.
Borrell Associates projects that figure will climb considerably over the next four years as the industry undergoes what it describes as a "great reshuffling."