Early and aggressive product testing was of critical importance for this seasonal product. Diray rigorously investigated different media demographics and dayparts in August, providing Allstar with the information necessary to set spending and CPO goals for the campaign as well as determine inventory needs and timing. By the time the weather cooled down, Diray was ready to turn up the heat, blasting the airwaves on proven networks and cost-efficiently selecting inventory for maximum coverage at the lowest price. The frequency and strength of the media airing on core and high-profile cables contributed to the pop-culture exposure starting to buzz on TV and Internet, from parodies on Leno to Letterman to coverage on morning news. With heavily concentrated media buys in the back half of the year, Diray made sure that by the time shoppers hit stores for the holidays, America knew all about the Snuggie® Blanket.