Is it just the pun dealing with diamond?
But honestly, I have listened to two different pro baseball radio stations (most recently Denver) and I hear a good number of diamond ads. The other night I heard four different companies with ads going almost back to back from the pregame show straight through to the post-game wrap up.
To me it doesn’t seem logical. What is the connection? Are the jewelers trying to prove they are macho? Are they trying to guilt out husbands who are listening to the games or what?
TV
Men buy jewelry for women. Men buy watches for themselves.
Two good reasons why a jeweler would advertise to men.
That’s probably it. The jewelers think they can reach a good part of their audience that way. Older men with money to spend on women, I guess.
Jewelers, at least local ones, advertise on AM radio a lot more than they do in any other medium. Baseball probably is just a particularly nice part of the radio schedule to advertise on.
I expect the male listening audience might start to think “D’oh! I was so into this game I forgot our anniversary! How can I make it up to her? Wait, this man is talking about shiny rocks! Perfect! Now I can relax and listen to the rest of the game. Thank you, magic talking box!”