Prime-Time Power Play: Flex Seal & Copper Fit — Case Study

The Challenge

In a competitive landscape, standing out during prime-time events like NFL games, Shark Week, and the Olympics is no small task. With millions of viewers tuned in to these high-impact broadcasts, brands like Flex Seal, Copper Fit, and Pooph faced the challenge of not just capturing attention but turning it into meaningful consumer action. Traditional advertising often falls short, missing the key moments when audiences are most engaged. The goal? Harness the power of prime-time and live events to create lasting connections with consumers that drive real sales and measurable growth.

The Solution

Diray Media leveraged its deep industry relationships to secure high-impact advertising slots during the most-watched live sports and event programming. Our strategy focused on reaching viewers when their attention was at its peak, using sports and prime-time events as the key to unlocking brand growth and driving consumer action.

Cost-Effective Prime-Time Placements

Leveraging our strong partnerships with major networks, we secured ad slots for Flex Seal during key events like NFL games, MLB broadcasts, Discovery’s Shark Week, and Olympic sponsorships, all at a fraction of the usual cost. This allowed us to boost brand visibility without sacrificing return on investment, turning high-impact events into sales-driving moments.

Quick-Response Capability

For Copper Fit and Pooph we seized last-minute opportunities to place ads in high-stakes events such as Pre-Season NFL, live college football, and even high-profile moments like the Presidential Debates. Our agility ensured the brand was always in front of the largest, most engaged audiences, right when it mattered most.

Peak Viewership Targeting

We timed our ads for Flex Seal and Copper Fit to air during peak moments of Monday Night Football, live news broadcasts, and major political debates. By aligning ad placements with key moments when attention was highest, we kept these brands top-of-mind for millions of viewers across the country.

Optimized Multi-Channel Integration

Beyond traditional TV, we extended the reach for Flex Seal by incorporating their ads across digital platforms and popular podcasts like The Howard Stern Show. This seamless integration ensured that consumers experienced the brand across multiple touchpoints, amplifying engagement even beyond sports and news environments.

Game day · The living room A family gathered on the couch watching a football game on TV

Measured Results

Our strategic efforts helped these brands thrive in their respective categories.

Flex Seal

#1

Secured prime-time placements in the NFL, MLB, Discovery Shark Week, Olympic sponsorships, and popular podcasts like The Howard Stern Show, expanding reach and solidifying Flex Seal as the #1 sealing solution brand while driving significant sales growth through high-impact exposure.

Copper Fit

83M

Delivered 83 million household impressions in Q3 by strategically placing ads during major events like the RNC, DNC, Pre-Presidential Debate, Apple TV Plus Live MLB, Pre-Season NFL, Live College Football, and Monday Night Football Countdown, resulting in a 14% week-over-week brand lift on Amazon and a 29% increase in retail sales.

Pooph

+15%

During the week of The Voice airing, Pooph saw a 15% increase in Amazon sales, reflecting strong consumer response. By strategically placing ads on REELZ’s On Patrol: Live, a show with a massive social following, Pooph has expanded its brand recognition and gained substantial market share in the pet odor elimination category.

A wall of prime-time network logos: CNBC, Hulu, CBS, USA, Food Network, HGTV, ESPN, and CNN

Phil Swift in the Flex Tape commercial with the slogan Slap It On

A person outdoors wearing a Copper Fit compression sleeve while gardening

A still from the Pooph spot: the spray used on a cloth with a puppy nearby

The Takeaway

Diray Media’s ability to secure prime-time sports and live event placements at a fraction of the cost, combined with our quick-response capabilities, sets us apart in the media landscape. By placing brands like Flex Seal, Pooph and Copper Fit at the forefront of the biggest moments in sports and entertainment, we don’t just drive awareness—we drive tangible sales and market leadership. Our approach transforms high-impact viewership into measurable growth, ensuring our clients capture the attention they need to rise above the competition.

Published case study: diraymedia.com/portfolio/prime-time-power-play

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