The lead-up window
Event campaigns operate inside a defined lead-up window. Major headliners and recurring series get 8–12 week flights; venue residencies and mid-tier shows get 4–8 weeks; surprise additions get 2–4 weeks. The bar TV layer needs the most lead time because awareness compounds week over week.
Channel stack
Bar TV: weeks 1–12, anchored in the dense nightlife corridor overlapping with the event series' historical buyer footprint. Rideshare: weeks 9–12, weighted to Friday/Saturday nights. Programmatic: weeks 1–12 flat, audience-targeted against music interest and event-attendance signals.
Buyer cohort attribution
Ticket-velocity tracking by week shows the pattern. Bar TV typically drives a disproportionate share of the 25–44 ticket buyer cohort — the demographic that historically under-indexes against social-only event marketing.