I think the ELF Cosmetics surge [not correlating with ad's runtime] is likely due to the targeted demographic already knowing what the brand does, and then visiting their website after taking off their gameday makeup post-game/evening?
Just a hunch (mine) — the linked article's author states he doesn't understand the timing mismatch.
Just a hunch (mine) — the linked article's author states he doesn't understand the timing mismatch.