Every advertiser suddenly thinks they're Nike.

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

Sports

Also in effect on this date

The full docket. Any of these would hold up in a Monday standup.

The Super Bowl has consumed the entire concept of brand awareness.
Sports · in effect Super Bowl (7d before through 2d after)
Every flower, chocolate, and jewelry brand in America is in the auction right now.
Holidays · in effect Valentine's Day (13d before)
The national snack procurement economy has absorbed all discretionary spending.
Sports · in effect Super Bowl (7d before)
Your creative is being benchmarked against ads that cost seven million dollars.
Sports · in effect Super Bowl (7d before through 2d after)
Anyone planning to buy a TV this quarter bought it this week.
Sports · in effect Super Bowl (7d before)
Every group chat in America is planning a party with a line-item budget.
Sports · in effect Super Bowl (7d before)
Consumers are only buying things that can arrive by the fourteenth.
Holidays · in effect Valentine's Day (13d before)
Nothing that cannot be gift-wrapped is selling this week.
Holidays · in effect Valentine's Day (13d before)