TV at the Heart of the Holidays
Understanding the holiday season requires looking beyond shopping behavior. It requires understanding where shoppers choose to spend their time, which for many is around the TV screen.
The big game kicking off after second helpings of turkey.
Holiday movies everyone can quote by heart but watches again anyway.
In-flight movies helping the trip home pass a little faster.
Because TV is woven into so many holiday traditions, it remains a powerful part of the decision-making process, helping drive product discovery and purchase inspiration.
Custom research from DIRECTV Advertising reveals how viewing behaviors intersect with the moments that define the holidays.
WHO'S DRIVING THE
HOLIDAY SEASON?
While holiday shoppers may have different goals, they're connected by one thing: a strong appetite for premium content. During this time of year, DIRECTV viewers over-index on live sports, seasonal programming, and major television events, giving brands multiple ways to connect.
In this series, DIRECTV Advertising explores three holiday audience profiles that provide a deeper look at shopping, hosting, and travel behaviors, and the role TV plays in helping brands create meaningful connections that drive impact beyond the celebrations.
Content Interest During Holidays vs. Non-Viewers**
