[soared]

You are bordering on some basic advertising theory! Seeing an ad too often has a negative effect. So depending on your industry, you advertise with different strategies. My favorite example is beer. They advertise year round, but pretty low key. You'll see maybe one or two beer ads a week. But when certain events occur (superbowl, spring break, holidays, etc) they ramp up advertising and you'll see two to three a day.

Its different for each industry though, some do 90% of spend for the holidays.