The Holiday Hoster
For many, gathering with family and friends is at the heart of the season. Hosting is a defining part of the holidays for DIRECTV viewers, with 77%* planning to host family or friends and 56%* expecting multiple gatherings.
As they prepare to host, these viewers pair strong spending behavior with sustained TV engagement, making them a valuable audience for brands both before gatherings begin and as guests come together around the screen.
Drawing on custom research from DIRECTV Advertising, the findings below explore how hosting, spending, and TV viewing intersect throughout the holiday season.
DIRECTV Viewers Outspend Non-Viewers Across Hosting-Related Categories*
Hosting Revolves
Around TV
For brands, the opportunity extends across the full funnel. In addition to strong spending behavior, this audience remains highly engaged with TV throughout the hosting experience, from planning and preparation to post-celebration downtime.
That sustained engagement creates multiple touchpoints for brands throughout the season, extending opportunities to connect beyond the host to those gathered alongside them.
TV Is Part of the Holiday Experience for DIRECTV Viewers*
