I believe it was a good idea to begin airing the ads on a Sunday. It gives most people a whole day to flip through channels and look for the ads. Most people get back to work on Monday and could go the whole day without seeing the ad. I would give the advertisements a good 2 to 4 weeks to reach a significant amount of people when awareness gets big. But just the knowledge of the ads coming out are a huge catalyst on it's own as we are seeing now and in the days to come. AIMO. SEEK