Averages hide where the cost of a week actually comes from. In Week 35, two runs that together sold fewer than 2,500 tickets account for both of the week’s highest acquisition costs, and both sit more than $2 above everything else. The rest of the field is tightly grouped. The week’s blended number is a story about two markets, not seven.

The week closed at 19,641 tickets and $1,031,606.50 in total revenue, against $129,247.40 in media investment. Blended CAC landed at $6.58; blended ROAS at 7.98x. Volume dropped by close to 6,000 tickets from the prior week while acquisition cost rose by about 21 cents. Those are the numbers that get quoted. The more useful ones sit underneath them.

Across the 7 runs, CAC ranged from $4.07 to $11.49. The top held: the largest run, 3,826 tickets, was the cheapest at $4.07, more than $2 below the next. The bottom broke, though only in the narrow sense. The smallest run, 1,089 tickets, paid $9.51; the highest cost of the week, $11.49, went to the second smallest, at 1,399. The two smallest runs own the two highest costs, which is the pattern holding in spirit if not to the letter.

Net revenue per attendee ran from $36.30 to $49.91. The high end aligned: the run that paid $11.49 per ticket also returned the least per attendee. The low end did not quite: the cheapest run to acquire returned $48.10, second in the week, $1.81 behind a run that cost $6.23 to fill. Strip the two small runs out and the remaining five sit between $44.46 and $49.91 per person, with CAC between $4.07 and $7.25.

7 runs again next week. Whether the small-market cost premium repeats is the thread to follow.