7 concurrent runs again this week, the same count as last week. Same format, same offer, a different mix of markets. This week the two questions the data usually answers together came apart: the biggest run and the cheapest run were not the same run, and the margin between them was nine cents.

The week closed at 30,011 tickets and $1,498,865.13 in total revenue, against $161,622.79 in media investment. Blended cost per acquisition landed at $5.39 a ticket; blended return on ad spend at 9.27x. Those are the numbers that get quoted. The more useful ones sit underneath them.

Across the 7 runs, CAC ranged from $3.95 to $8.04 per ticket. The bottom of the range held. The smallest run by volume, 2,469 tickets, carried the highest cost per acquisition. The top did not, quite. The largest run, 7,150 tickets, came in at $4.04, second cheapest, beaten by a run barely two thirds its size at $3.95. Two thirds the volume, nine cents better on cost. That is close enough to read as a tie at the top rather than a reversal.

Net revenue per attendee ranged from $36.80 to $46.01 across the same 7 runs, a nine dollar spread in a week whose acquisition spread was four. The volume leader, not the efficiency leader, returned the most per attendee. At the other end, the lowest per-person yield belonged to a run near the expensive end of the CAC range but not at it, which leaves the neat version of the story (expensive to acquire, thin once inside) one run short of holding.

The field narrows next week, and one run is about to carry an unusual share of the volume on its own.