Super Bowl LX: Why Sportsbook Advertisers Should Bet on January

The article highlights a key insight for sportsbook advertisers: while the Super Bowl weekend (February 9, 2025) drives massive first-time deposit (FTD) volume—16 times the daily average and nearly 5% of yearly FTDs—its cost per first-time deposit (cpFTD) is only slightly below the annual average due to intense competition.
In contrast, January playoff games offer much higher efficiency, with cpFTD reaching as low as $41, which is three times better than the yearly average.
The January 17-19, 2026 window, including the NFL Divisional Round and CFP National Championship, presents a triple-header opportunity with cpFTD ranging from $41 to $66 and FTD volumes 1.5 to 3.9 times the daily average.
While ARPPU is lower for some playoff days, the efficiency in acquisition is unmatched.
The article advises allocating some Super Bowl budget to these January dates to capture high-intent users before market saturation.
Additionally, the efficiency window extends through March Madness, where cpFTD remains below yearly averages.
This approach leverages lower advertiser demand post-holidays, resulting in 20% lower CPMs and CPIs.
Advertisers should not compromise Super Bowl presence entirely but adopt hourly bidding strategies to maximize both volume and efficiency.
Overall, the data suggests a shift in focus to earlier postseason games can yield higher returns on ad spend.