Memorial Day flipped the country into summer mode and summer mode does not convert.

Also in effect on this date

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

• It is graduation season, and gift budgets have been claimed by people in rented gowns.

  Seasonality · in effect 05-10 to 06-15

• Graduation open house season is consuming every suburban weekend and its sheet cake budget.

  Seasonality · in effect 05-20 to 06-30

• End-of-school-year event density has peaked. Every parent is at a recital.

  Seasonality · in effect 05-01 to 06-10

• Families are crossing the country to watch a name get read aloud.

  Vacation · in effect 05-10 to 06-15

• Campaign media buyers are already testing against your exact audiences.

  Politics · in effect 01-15 to 06-30 · election years

• It's 72 degrees outside. Nobody wants to see your carousel ad.

  Weather · in effect 03-15 to 06-10

• Daylight now extends past dinner, and scrolling has lost its time slot.

  Weather · in effect 04-15 to 06-10

• Your audience is sneezing, not shopping.

  Weather · in effect 04-01 to 05-31