“every single man of a certain age that i've spoken to from the united states in the last six months who is even remotely interested in like this industry has heard that ad 50 times”

Offline channels reach audiences that digital ads never touch

Fishbrain's target market — older male anglers in rural US — skews heavily toward radio, ESPN, and out-of-home. Running ESPN radio and satellite radio ads reached saturated frequency with the right demographic at a fraction of the cost of competing for them on Facebook. When the audience doesn't self-identify on digital platforms, offline channels aren't nostalgia — they're the primary reach vehicle.