It’s that time of year: stores are blasting “Jingle Bells,” streets are lined with seasonal decor, and peppermint mochas are back.
With the holidays here, consumers are eager to get in the seasonal spirit. And what better way to do that than by cozying up with loved ones to watch a holiday flick?
In fact, watching holiday movies is one of the most common ways that people get in a festive mood. About 91% of households watch holiday programming, consuming an average of 21 hours of holiday movies, TV, and music specials each season.1 Additionally, 10% of households reached by multiscreen campaigns are unique to holiday networks during the season, illustrating the unmatched ability of holiday programming to engage diverse audiences.2 And given that many viewers find nostalgia and comfort in the simple act of turning on the TV and picking a beloved holiday movie, it’s no surprise that over half of households (56%) who watched holiday programming last year did so live – leaning into the tradition of shared, real-time viewing.3
With this in mind, investing in TV advertising during the holiday season is a can’t-miss opportunity for marketers. Keep reading to explore why the holiday season is rich with possibilities for reaching viewers with powerful brand messaging.
Networks are Delivering
There’s no shortage of holiday content for advertisers to align their media plans with this season. From Hallmark Channel’s annual “Countdown to Christmas” and Freeform’s “25 Days to Christmas” to AMC’s “Best Christmas Ever” and Lifetime’s “It’s a Wonderful Lifetime,” networks are serving up a steady stream of festive programming around the clock. Families and friends can gather around the big screen to enjoy everything from holiday movie marathons and animated specials to culinary showdowns and classic reruns. Seasonal programming continues to captivate audiences and drive engagement, offering a prime opportunity for brands to connect with potential consumers during the most wonderful time of the year.
And this growing appetite for holiday programming shows no signs of slowing down. In 2023 alone, over 100 new Christmas movies premiered across various platforms, ensuring there was a wide variety of options for everyone to enjoy.4 Viewership trends also highlight just how much audiences cherish festive content – in fact, households that tuned in to holiday movies last year watched an average of 5 films between Thanksgiving and Christmas.5 This consistent engagement underscores the enduring power of seasonal storytelling, making holiday programming a valuable avenue for advertisers looking to reach viewers who are immersed in the magic of the season.
Viewers are Tuning – and Ready to Spend
As the days grow shorter and the weather turns colder, U.S. households are settling in for quality time and gathering ‘round the big screen, with holiday programming taking center stage. Research shows that from Thanksgiving to Christmas, 57% of viewing on top holiday networks happens with more than two people, highlighting the prevalence of co-viewing during this festive season.6 For advertisers, this presents a unique opportunity to capture not just individual attention but entire groups – multiplying impressions and maximizing brand visibility at a time when audiences are primed for engagement.
Despite the fact that inflation is denting budgets and supply chains are still catching up to speed, research shows that consumers are still spending big. The average adult shopper plans to spend nearly $1,000, with millennials being the biggest spenders – exceeding all other age groups by $600. For comparison, where millennials plan to spend an average of $1,474 on holiday shopping, baby boomers plan to spend an average of $626.7
So, what does this all mean for advertisers? The final holidays of 2024 are nearly here, and there’s no better time to reach TV viewers – however they choose to watch their favorite content – than when audiences of all demographics are more likely to be watching, spending, and spreading holiday cheer with the people they love most.
Sources:
1. Comcast Aggregated Viewership Data. Dates: 11/23/2023 – 12/31/2023, Total HHs.
2. Comcast Aggregated Viewership Data combined with Ad Exposure Data from TV + Effectv Streaming campaigns 11/23/2023 – 12/25/2023.
3. Samba ACR data, 11/23/23-12/25/23, Total Households, includes TV and streaming.
4. “How to watch all 116 new Christmas movies this year.,” Entertainment Weekly, 2023.
5. Samba ACR Data, 11/23/2023 -12/25/23, Total HHs, duration for viewing session > 20 minutes.
6. “Holiday Report,”Samba TV, 2023. Based on HarrisX online survey of 2,507 U.S. adults, fielded 8/22/23 – 8/30/23.
