• Ad Age, Monday, November 29, 2010 11:15 AM

Used to be, Thursday was the best night to reach mass audiences. But Sunday has snuck up as the new mass-reach day for live awards shows and major sporting events, so much so that one major marketer, Audi of America, is aligning its entire 2011 TV marketing calendar around the seventh day.

As part of its self-dubbed "Sunday Media Strategy," Audi will concentrate nearly 70% of its media budget for its A8 model on TV during 2011 with its ongoing sponsorship of the National Football League, its upcoming buy on Super XLV and an increased investment in Sunday-morning news programming as well as Sunday prime-time programming.

Scott Keogh, Audi's chief marketing officer, said Nielsen research showed that the automaker would be able to reach 84% of its target affluent audience on just a total-day Sunday media schedule vs. 88% reach across a comparable, incrementally expensive five-day weekly schedule.

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