Sports

Somewhere, a game is on. Your funnel never stood a chance.

• Every advertiser suddenly thinks they're Nike.

  Brand awareness budgets appear once a year, all at the same auction.

  In effect Super Bowl (7d before through 2d after)

• The Super Bowl has consumed the entire concept of brand awareness.

  Your awareness campaign is now a rounding error on someone's halftime spot.

  In effect Super Bowl (7d before through 2d after)

• The national snack procurement economy has absorbed all discretionary spending.

  Wings, dips, and a folding table are the only conversions happening this week.

  In effect Super Bowl (7d before)

• Anyone planning to buy a TV this quarter bought it this week.

  In effect Super Bowl (7d before)

• Your creative is being benchmarked against ads that cost seven million dollars.

  The client watched the game and now has notes.

  In effect Super Bowl (7d before through 2d after)

• Every group chat in America is planning a party with a line-item budget.

  In effect Super Bowl (7d before)

• The Monday after the Super Bowl is a national productivity crater.

  Sixteen million people called in sick and none of them are converting from the couch.

  In effect Super Bowl (2d after)

• Halftime show discourse is occupying every feed your retargeting depends on.

  In effect Super Bowl (2d after)

• Brackets are being managed during work hours with enterprise-grade attention.

  Your customers have reallocated their focus to a spreadsheet with seeding.

  In effect March Madness tip-off (4d before through 5d after)

• Sports gambling apps are absorbing the disposable income you were counting on.

  The entertainment budget is fully deployed through the Elite Eight.

  In effect March Madness tip-off (4d before through 18d after)

• Your target demo has money on this game.

  Checkout can wait until the under hits.

  In effect March Madness tip-off (4d before through 18d after)

• Conversions happen at desks and the desks are streaming a 12 seed.

  In effect March Madness tip-off (4d before through 18d after)

• First-round games tip off at noon on a workday, twice.

  The schedule was designed by someone with no respect for your reporting cadence.

  In effect March Madness tip-off (4d before through 18d after)

• Everyone's bracket died over the weekend and took their engagement with it.

  In effect March Madness final (14d before)

• The championship game is tonight and attention spans are already courtside.

  Tomorrow everyone mourns their bracket, then normal CTR resumes.

  In effect March Madness final (1d before through 1d after)

• America remembered football exists.

  Nothing you are selling can compete with a 20-week commitment.

  In effect NFL opening week (1d before through 4d after)

• Opening week annexed Thursday through Monday and your campaign lived there.

  In effect NFL opening week (1d before through 4d after)

• Your customer is watching seven screens and none of them show your ad.

  In effect Sep, Oct, Nov, Dec, Jan · Sundays

• RedZone has no commercials, which makes it your most direct competitor.

  Seven hours of uninterrupted football is a value proposition you cannot beat.

  In effect Sep, Oct, Nov, Dec, Jan · Sundays

• Nobody in your retargeting pool has looked up since the 1pm slate started.

  In effect Sep, Oct, Nov, Dec, Jan · Sundays

• Fantasy lineups get locked on Sunday morning, directly through your best send window.

  Your subject line lost to an injury report.

  In effect Sep, Oct, Nov, Dec, Jan · Sundays

• Half your audience has been tailgating since nine in the morning.

  Purchase intent does not survive a parking lot.

  In effect Sep, Oct, Nov · Saturdays

• College GameDay started at 9am and ended everyone's plans by 9:15.

  In effect Sep, Oct, Nov · Saturdays

• Your Saturday spend is up against twelve simultaneous games and a marching band.

  In effect Sep, Oct, Nov · Saturdays

• Fantasy football draft prep is currently a second job for your entire audience.

  Mock drafts run during the hours you scheduled everything.

  In effect 08-15 to 09-10

• More research is going into twelfth-round sleepers than into any purchase decision.

  In effect 08-15 to 09-10

• The NBA Finals turned every second screen into an arguing device.

  Nobody shops mid-argument.

  In effect 06-01 to 06-20

• Finals games end near midnight and your morning cohort is asleep at their desks.

  In effect 06-01 to 06-20

• The World Series is occupying prime time and stretching into November.

  Every game your funnel loses goes to extra innings.

  In effect 10-20 to 11-05

• October baseball has your email list emotionally unavailable.

  In effect 10-20 to 11-05

• Baseball is back and hope is temporarily outcompeting commerce.

  This wears off by the second homestand.

  In effect 03-26 to 04-05

• Opening week means afternoon baseball on a workday, and CVR knows.

  In effect 03-26 to 04-05

• The Masters is on and your highest-value demo is whispering at a television.

  Decision makers do not make decisions during Amen Corner.

  In effect 04-07 to 04-14

• Augusta's broadcast has better production values than your entire brand.

  In effect 04-07 to 04-14

• Derby week has your customers researching hats and horses, in that order.

  In effect 05-01 to 05-07

• Two minutes of racing somehow costs a full week of national attention.

  The mint julep supply chain alone outspends your media plan.

  In effect 05-01 to 05-07

• Your customer's disposable income currently has a parlay on it.

  It settles Sunday, maybe.

  In effect always in effect

• There is a game on. There is always a game on.

  In effect always in effect

• Sportsbooks send more push notifications than your brand could ever get approved.

  They also have better odds of being opened.

  In effect always in effect

• A game went to overtime last night and your morning metrics feel it.

  In effect always in effect