Local TV ad idea

With March Madness underway at my household, I've been thinking about a new way to prioritize local ads during sporting events. I wonder if local ad buyers would prefer to play their ads during commercial breaks when the home/local team is doing well in the game. My thoughts are that the audience would be more likely to respond positively to an ad played when the they are more happy. Kind of like the concept of anchoring, but for sentiment toward advertisement.