TVB Broadcast Members: when logged in, the holiday shopping deck will display for download. Create a TVB member account | Request forgotten password
The winter holidays season is one of the biggest retail events of each year, and according to the National Retail Federation (NRF), 2024 is expected to reach new records, with holiday sales projected to reach between $979.5-$989 billion. Though most shoppers (60%) say they start shopping before Thanksgiving, only 9% expect to finish their shopping by then. Advertising plays a crucial role in reaching holiday shoppers throughout the season.
TVB’s 2024 holiday shopping analysis highlights both the effectiveness and importance of local broadcast TV in reaching and influencing holiday shoppers. Retailers can utilize local TV to target shoppers geographically, communicate weekly deals, and tailor advertising levels to local sales potential with creative messaging to reflect local culture.
TV advertising is imperative to influence holiday shoppers:
- TV is the most important influencer for retail shoppers at all stages of the purchase funnel.
- Broadcast TV delivers top holiday ratings and reach.
- Local TV allows advertisers to target their message in a trusted environment.
- Broadcast TV delivers both in-store and online shoppers with both selecting TV as the most important influence for making a purchase.
- Nearly nine out of ten respondents said TV influenced their online search selections.
- Broadcast TV assets can reach those who stream programming on ad-free platforms.
QA4/QA5/QA6/QA7/QA8 Most important for media with at least 1 funnel stage at 2%+ shown; 2%, 1%, & 0% not shown/labeled
Includes all Networks and Syndication.
For more information, please contact Hadassa Gerber, Chief Research Officer, TVB.