Myth: summer is dead, don't bother

Myth: summer is dead, don't bother
The seasonal shrug: "June-August CPMs crater, coast it." The Q4 cliff is the real story, not summer. Indexed CPM (Jan=100), n=180 sites:

— Jan 100 ▮▮▮▮▮▮▮▮▮▮
— Jul 88 ▮▮▮▮▮▮▮▮▮ (mild dip)
— Nov 142 ▮▮▮▮▮▮▮▮▮▮▮▮▮▮
— Jan(next) 71 ▮▮▮▮▮▮▮ (the real crater)

Summer is a −12% dip. The brutal drop is early January, post-budget-flush, −29% off baseline.

So what: fear January, not July. Bank Q4, don't overspend in Q1. ▼29% in Jan, ▼12% in summer.