Inside the Holiday Ad Mix: Linear Anchors, Streaming Delivers

Black Friday And Cyber Monday Marketing Trends According To 65 Television Advertisers

“Linear remains a trusted, brand-safe environment that delivers emotional resonance and mass exposure,” says Dana Delle, Associate Director, Client Services at Tatari. “Both of which are harder to achieve on smaller screens.”

TVREV recently sat down with Dana to discuss the findings from Tatari’s recent survey.

ALAN WOLK (AW): You mentioned that most clients are actually increasing their spend this year. What do you think is driving that confidence, given the current economy?

DANA DELLE (DD): Even in a cautious economy, brands know that visibility drives sales. TV keeps them top-of-mind for consumers making more selective purchase decisions — both for gifting and everyday needs.We’ve also seen strong halo effects from TV, where exposure lifts performance across paid social, search, and e-commerce channels. So even when budgets are scrutinized, TV remains a high-confidence investment that pays off across the funnel.

AW: One of the biggest surprises seems to be the renewed focus on traditional TV. Why do you think so many brands are leaning back toward linear for the holidays?

DD: Nielsen’s latest Gauge report showed one of the biggest upticks in linear viewership all year — fueled by NFL, NCAA football, and live events. Linear still accounts for over half of all ad-supported TV inventory, making it a vital channel for reach. There is also a lot of inventory that isn't available through programmatic CTV; you have to buy it through linear (even if it's available to watch on ctv).

Around the holidays, we see clients lean into linear because families are home, co-viewing spikes, and storytelling matters. Linear remains a trusted, brand-safe environment that delivers emotional resonance and mass exposure — both of which are harder to achieve on smaller screens.

AW: You suggested that live sports might be part of that trend — can you expand on how the sports calendar impacts holiday media planning?

DD: The holiday sports calendar is one of the biggest media opportunities of the year — NFL on Thanksgiving weekend, college football championships, NBA marquee matchups, and even niche sports like figure skating or golf that attract loyal audiences. Live sports deliver rare, undivided attention in a world of on-demand viewing, and that’s incredibly valuable for brands looking to drive both awareness and immediate action.

AW: How are brands balancing linear and streaming in their media mix? Are we seeing more blended strategies or clear preferences?

DD: Brands are increasingly adopting blended strategies that incorporate both linear and streaming platforms in their media mix to maximize reach and engagement. This approach allows them to leverage the strengths of each medium while addressing the evolving media consumption habits of their target audiences.

Advertisers don’t just want impressions, they want outcomes. Tatari uses AI and machine learning to help predict which inventory works best based on their goals, whether that’s CAC, ROAS, etc. Using our cross-platform analytics ensures they have the insights to stay flexible and fully optimize their media allocation accordingly.

AW: About half the marketers in your survey said they’ll include YouTube in their holiday plans. How does that compare to what you’re seeing with linear and streaming TV, and what does it say about how brands view YouTube today?

DD: YouTube now sits somewhere between digital and TV. Over half of YouTube viewing happens on connected TVs, so it’s increasingly part of brands’ convergent TV strategy. While it doesn’t match the scale or premium inventory of linear, its flexibility and audience targeting make it an attractive complement for many advertisers.

AW: Only a small share of marketers are producing new holiday creative. What does that tell you about where brands are focusing their effort?

DD: Many brands are prioritizing efficiency this year, putting dollars toward media that performs and relying on proven creative. In a volatile economy, repurposing top-performing ads reduces risk while maintaining ROI. Even without new holiday creative, TV continues to inspire shoppers, with nearly 60% of consumers saying TV ads give them gift ideas.

AW: The survey found almost no one is optimizing campaigns for search engines or AI discovery. Is that just a timing issue, or do marketers still see it as irrelevant?

DD: It’s less about irrelevance and more about timing. AI discovery and search optimization are still new frontiers and changing fast. Most marketers are watching closely but sticking to proven tactics during the high-stakes holiday season. Once the dust settles, we expect more experimentation here in 2026.

AW: If advertisers are keeping their spending targets steady for TV, does that point to cost control, better results, or a mix of the two?

DD: Both. Conversion rates typically improve during the holidays, offsetting higher media costs and keeping CPAs steady. Many clients also book premium inventory early to lock in rates before demand spikes, a disciplined approach to both cost control and performance optimization.

AW: Big picture — what does this data say about how Tatari’s clients view TV right now, especially heading into such a competitive holiday season?

DD: Confidence in TV is strong. Brands see it as the anchor of their holiday strategy — a proven way to build momentum going into 2026. Events like the Super Bowl or Olympics may be out of reach for many advertisers, but BFCM provides a scalable moment to reach large audiences and drive measurable results across every budget level.

AW: What prompted Tatari to conduct this year’s Black Friday and Cyber Monday survey, and what kinds of brands took part?

DD: We wanted to get a real-time pulse on how brands are approaching this year’s holiday season. Rather than guessing what matters most, we decided to ask them directly. Within 48 hours, 65 brands responded, from household names like Calm, Vuori, and Fabletics to fast-growing disruptors like Breeo and Nutrafol. The mix represents the full spectrum of Tatari’s client base across verticals and company sizes.