The use of clouds to display information isn't just for tags and search terms. They are a useful metaphor for any repeated data. Typically a cloud represents the relative number of times a term is repeated by changing the size of the font -- think search or tagging. They become even more interesting when the color is used to measure another metric.
The font size measures the frequency of airing spots and the red indicates the lead volume for that spot.
We can quickly see that the distribution of ads in the media plan is relatively flat (all similar sizes) but certain programs generate better lead flow.