Based on public reporting through Oct 25, 2026.
The Sydney Sweeney campaign put Novig in the national conversation: volume up about 94% around launch, first-time depositors up 218%, and a second spot on Oct 11. Most of that reach came through social, with a focused national TV rotation.
Local CTV and live-sports breaks carry Just Sports into the markets where sign-ups happen, at a frequency a national buy can't reach for the same money.
Football season is where most of your marketing dollars go, and NFL Week 1 drove $125M in volume. You've said you would rather make concentrated bets than win every bidding war.
A concentrated local buy: flighting that follows NFL and college football windows, heaviest in SEC and Big 12 country, where no mobile sportsbook competes.
Novig is headquartered in Manhattan, and the Mets partnership puts the brand on Citi Field signage, in-game moments and Mets broadcasts.
New York runs on its own cells, so it can go heavy around the partnership and adjust within a day as anything in the market changes.
The Solo deportes spot on Univision and TUDN, around Liga MX matches, is the clearest audience bet in the TV plan so far.
Spanish-language cells in Houston, Los Angeles, San Antonio, Dallas, Miami and Chicago, with no spend in Phoenix or Las Vegas, where Novig isn't live.
The $10 deposit for $50 in trade credits offer runs through sports media partners such as Covers, RotoWire, WTOP and Crossing Broad, timed to each day's slate.
Market-level reporting that ties local reach to sign-ups and redemptions, so budget follows the cells that convert.
Novig is live everywhere except Arizona, Michigan and Nevada, and a handful of states are in active legal or regulatory review.
No dollar lands where nobody can sign up, and every state can be turned up, down or off on its own.
A four-week football test
Houston and Dallas (open lane plus Spanish-language), Atlanta, Los Angeles (Spanish-language) and Philadelphia (switchers).
Rivalry month through Thanksgiving, when your football spend is already heaviest.
Installs, first deposits and promo redemptions by market, against matched cells that don't run.
By early December, scale the cells that convert into the NFL playoffs and Super Bowl LXI.
Viamedia Geo-Graph · Daniel, Viamedia