# Calm Ad Space of Silence

> Calm’s silent election ad drew reposts and a reported App Store rise of over 100 places.

- Owner: Calm
- Kind: Campaign
- Sector: Health & fitness
- Seed date: 2024-11-05
- Peak date: Week of Nov 6, 2024
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 27 (Niche, provisional), v1.2
- Mechanics: Newsjacking, Platform jump, Press loop, Response chain, Political adoption

## Summary

Calm bought silent TV spots during election-night coverage. Viewers posted footage on X and discussed it on LinkedIn; press covered the reactions. TMZ reported an App Store rise, and Adweek later reported a download lift.

## Timeline

- 2024-11-05 — Calm (TV) — Calm bought silent ad blocks on CNN, ABC and Comedy Central during election-night coverage.
- 2024-11-05 — MediaPost (Press) — MediaPost reported the silent spots and said CNN placements were scheduled through November 10.
- 2024-11-05 — Dean Phillips (X) — Dean Phillips posted footage of the ad and called it the best political ad ever.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/calm-election-night-silence

Cite as: How It Spread (2026). “Calm Ad Space of Silence.” Case HIS-00668. Spread Score v1.2: 27/100. Updated 2026-10-14. https://howitspread.com/id/HIS-00668