10 The tarp ads around pro tennis courts function like ads on subways, I think. Ads on subways exploit the fact that subway rides present both a lot of mental downtime and a problem with what to look at—the windows are mostly dark, and looking directly at other people on the subway is an action that the lookee can interpret in a number of ways, some of which are uncomfortable or even hazardous—and the ads up over the windows are someplace neutral and adverting to rest the eye, and so they usually get a lot of attention. And tennis is also full of downtime—periods between points, changeovers between odd games—where the eye needs diverting. Plus, during play, the tarp acts as the immediate visual background to the players, and the eyes and cameras always follow the players—including TV—so that having your company’s name hovering behind Sampras as the camera tracks him is a way both to get serious visual exposure for your company and to have that name associated, even on a subliminal level, with Sampras and tennis and excellence in general, etc. It all seems tremendously sophisticated and shrewd, psychologically speaking.