The Home Depot (yes, “The” is part of their official name) keeps track of local weather and places ads accordingly. According to an article in Advertising Age, THD’s spring promotion began March 18 in markets where warming has begun to set in, but will roll out in other markets later “based on climate and geography.”
This is not unlike the makers of Contac brand time-release capsules, who for decades have watched local pollen counts and placed ads accordingly.
Some timing opportunities aren’t quite so obvious. Direct response TV still performs best outside of Prime Time, and better when aired Friday through Monday. Consumer direct mail is the opposite. It seems to perform better when it arrives Tuesday through Thursday.