Firm data is hard to come by, but iSpotTV numbers showed a ~50% bump in national TV ad impressions for sportsbooks in NFL Week 18, compared to Week 17.

That jump might have been driven by New York, though iSpot’s John Casillo warned it could stem from increased viewership around the final week of the regular season.

In New York specifically, FanDuel accounted for 34% of TV ad impressions in the first nine days of January. That was slightly ahead of Caesars (29%) and DraftKings (27%.)

Through the first two weeks of the season, FanDuel is the second-most seen brand with 2.46% ad impressions, according to iSpot.TV. That is behind only insurance giant Geico with 3.01%.

“FanDuel rising to the top this year could be adjustments coming out of a big last year for sports betting brands overall,” said John Cassillo, an analyst with TVREV. “So while some may be pulling back, others could see the early weeks of the NFL season as their best chance to attract potential bettors for the rest of the fall.”