Ranking for big one day events

Oneshot1

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Lately I haven't seen many sites targeting these keywords or they completely disappear from the SERPS the day of the event.

I'm talking about huge events like the Super Bowl. Certain keywords bring in huge traffic, before, after and during these once a year events. Churn and burn does still work, despite what people are always saying. You can see that in certain niches, it's still striving and dominating top spots.

So what's going on here? Did google target this niche in particular, even though nowhere mentions anything about it like the other niches?
 
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