Media Coverage

November 28th, 2016

MarketingDive — Fewer holiday ads appear on linear TV

MarketingDive — Fewer holiday ads appear on linear TV


David Kirkpatrick and Chantal Tode


Dive Brief:

  • Compared to last year, holiday linear TV adverting is down. At this point in 2015, 111 retail ads had aired and so far this year only 47 ad have run, according to reporting by Business Insider.
  • According to data from Ace Metrix, the most-liked holiday ads this year are: Kohl’s – “Give A Little More: The Dinner”; Walmart – “Giving Thanks”; Coca-Cola – “A Coke for Christmas”; Macy’s – “Old Friends: A Tribute to the Macy’s Thanksgiving Day Parade”; Duracell – “How the Rebels Saved Christmas.”
  • Duracell’s spot, which has a Star Wars theme, was the highest scorer.

Dive Insight:

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.

View this article on MarketingDive.


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