The finding that there are fewer holiday TV ads supports a broader decline in traditional media in favor of digital channels. However, this year’s drop could also reflect that marketers are struggling to find a message that works in the aftermath of a presidential election that has left much of the country feeling alienated.
The Ace Metrix data suggests that traditional feel-good appeals still connect with consumers. The themes of family and tradition appears popular, with Kohl’s ad enlisting elves to help a busy mom while Walmart’s taps The Beatles’ “Come Together.” Macy’s shows its Thanksgiving Day Parade through the eyes of one person over many years.
While TV appears to be less of a focus for brands this holiday season, there are signs that digital is playing a key role. Retailer Express recently enlisted social influencers for its holiday campaign while Cheetos created a digital catalog to merge content and commerce.
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