The purpose of the spot was for a cow to tell people Chick-fil-A had chicken for breakfast. It was important to reach anybody who eats breakfast, so we placed it on breakfast-eaters’ TVs. That’s pretty much most people with TVs. Since breakfast cuts a wide swath through most all cultures, we figured they just needed to know you could eat chicken then. During breakfast, I mean. That’s about it, really. Eat chicken for breakfast.