Seven concurrent runs closed out week 2, two more than the five that opened the set. More runs of the same format in the same window means more chances for the volume versus efficiency pattern from week 1 to either hold or break. It did some of both.

The week closed at 34,224 tickets and $1.70M in total revenue, against $214.7K in media investment. Blended cost per acquisition landed at $6.27 a ticket; blended return on ad spend at 7.92x. Those are the numbers that get quoted. The more useful ones sit underneath them.

Across the seven runs, CAC ranged from $4.61 to $9.05 per ticket. Ranked by ticket volume, the shape from week 1 holds at the top: the largest run, 6,675 tickets, carried the lowest CAC. It breaks down at the bottom. The smallest run, 2,786 tickets, was not the most expensive to acquire. A run with slightly more volume, 3,094 tickets, was, at $9.05, meaningfully above every other run in the set, including the smaller one. Scale correlates with efficiency at the high end. At the low end, this week, it did not.

Net revenue per attendee ranged from $40.81 to $48.12 across the same seven runs. The run with the lowest cost per acquisition produced the second lowest net revenue per person of the week. The highest per-person yield came from a run with the second highest CAC. Cheap to acquire and valuable per head pulled in opposite directions more often than not this week.

Week 3 holds the run count steady at seven. Whether the pattern breaks the same way again is the next test.