Super Bowl LX: Why Sportsbook Advertisers Should Bet on January

The article argues that while the Super Bowl is the biggest event for sportsbook user acquisition, its cost efficiency is only average due to intense competition. In contrast, January playoff games—including NFL Divisional and Conference Championships and the CFP National Championship—deliver acquisition efficiency up to 3x higher (cpFTD as low as $41 vs. $175 annual average) with substantial volume (up to 3.9x daily average).

These dates also benefit from lower ad costs (CPMs ~20% below average) and high-intent, engaged bettors who remain active throughout the postseason. Key data points: Super Bowl weekend generates 16x FTD volume but only slightly below-average cpFTD; January playoff days have cpFTD 3x below yearly average and 5x FTD volume vs. daily average.

Actionable takeaways: (1) Reallocate some Super Bowl budget to the January 17-19 Triple Header (NFL Divisional Round + CFP National Championship) and January 25-26 Conference Championships for better efficiency. (2) Don't abandon the Super Bowl—still high volume and solid efficiency—but optimize hourly bidding. (3) Continue efficient spend through March Madness, which remains below-average cost.

Overall, advertisers should activate earlier to capture high-intent users before market saturation, leveraging lower competition and costs.