The Super Bowl is the world's biggest sporting stage, but waiting until February to activate could be costing you.

Our data tells a surprising story. Although Super Bowl weekend generates huge First-Time Deposit (FTD) volume, the January playoff games can deliver acquisition efficiency up to 3X higher. When it comes to driving first-time deposits efficiently, the playoffs outperform the championship.

The Super Bowl moment in context

December through March (The NFL playoffs through March Madness) is typically the most efficient period for sportsbook user acquisition, with cpFTD (Cost per First-Time Deposit) around 50% below the annual daily average.

The Super Bowl is the season's biggest single event, generating on average 16X the FTD volume and almost 5% of total yearly first-time deposits. However, intense competition for new users means Super Bowl Sunday is only slightly below average for cpFTD.

Super Bowl Dynamics: cPFTD & First Time Bet Volume

The Friday and Saturday leading up to the Super Bowl are also super-sized days, offering opportunities to drive similar cpFTD to the big day itself, with strong ARPPU (Average Revenue Per Paying User) outcomes that actually exceed those on the big day.

The January Playoff Opportunity

While the Super Bowl delivers unmatched scale, the cost of competing for those users is high. This raises the question about January, where we still see relatively high first-time deposit volume and some of the most efficient annual acquisition metrics. By shifting focus slightly earlier in the calendar, advertisers can capture high-intent users before market saturation peaks.

FTD deposit rates on January playoff days are 5X annual daily averages (netting in the 1000s per hour), with cPFTD reaching as low as $41. That’s 3X below the yearly average and marks the most efficient point in the year to drive first-time deposits.

College & NFL Playoffs provide optimal engagement windows

And it makes sense: Playoff viewers are highly engaged bettors, not casual Super Bowl party-goers. These users tend to be active throughout the postseason rather than placing single event-based wagers. Cross-category competition is also less fierce. In January and February, we see about 30% greater ad impression opportunities on mobile apps. This is in part driven by consumer behavior (install trends and time spent on mobile) post the holiday period. 

Lower than average advertiser demand following the peak holiday season results in CPMs and CPIs ~20% below average, which typically holds into March (see Moloco’s Unwrapping Seasonal Strategies report for specific details by vertical).

These dates align with four upcoming 2026 gamedays, notably the 'Triple Header' holiday weekend (Jan 17-19) where the NFL Divisional Round leads directly into the CFP National Championship on MLK Monday. While ARPPU return is typically lower than SB Sunday, cPFTD and relative FTD volume suggest these are meaningful dates to take advantage of.

How sportsbook advertisers can maximize impact

Leverage the January playoffs. Consider allocating a portion of your Super Bowl budgets to January 17-19 and January 25-26, where acquisition efficiency is highest.

Don’t compromise Super Bowl presence. The weekend still delivers huge volume at relatively high efficiency. Talk to our team to understand optimal hourly bidding strategies to make the most of the entire SB weekend

Extend through March Madness. The efficiency window doesn't close after the Super Bowl. Continue optimized spending through the NCAA tournament, where CPFTD performance remains under yearly averages

Next Steps

Reach out to your Moloco representative to discuss specific custom budget recommendations for January and February to maximize performance as the NFL season draws to a close.

‍