Lessons For Brands To Win The 2026 Holiday Season, From The Advertisers Already Doing It
Black Friday may still be months away, but for advertisers, the 2026 holiday season is already well underway.
And for good reason. As per this new report from Tatari, six in 10 advertisers say they plan to increase their BFCM (Black Friday/Cyber Monday) TV budgets this year, while more than half plan to have their holiday messaging in-market before mid-November.
At the same time, TV is increasingly being asked to do more than build awareness: 58% of the advertisers surveyed are focused primarily on driving consumers to their own DTC websites.
Tatari surveyed brands including BYLT, Tecovas, MANSCAPED and Bearbottom Clothing to find out how they are approaching the extended holiday season.
What they found is a Q4 TV season with bigger budgets and an ever-greater emphasis on performance and measurement.
Download the report to learn:
Why the old “linear versus streaming” debate is becoming increasingly irrelevant to advertisers
How brands are measuring TV performance during the most competitive advertising period of the year
Where AI is already showing up in holiday TV campaigns
Why most advertisers are sticking with existing creative rather than producing new holiday spots
What advertisers really think about shoppable, pause and other interactive ad formats
How quickly creator content is making its way into TV and CTV advertising
Learn how advertisers are approaching the 2026 holiday season—and the strategies they are putting in place now to make sure their TV dollars deliver when it matters most.
