Maximizing the Seasons: A Guide to Cross-Channel TV Advertising in Q3 & Q4

As the intensity of the COVID-19 pandemic is replaced by economic headwinds caused by high inflation and a potential recession, marketers must ensure that their ad dollars – including their TV investments – are working harder than ever to capitalize on consumer-spending opportunities like Back to School in Q3 and holiday shopping in Q4. At the same time, fresh insights into public sentiment towards retail and in-person experiences have laid the groundwork for new advertising opportunities for brands in the second half of 2022.

The Adobe Digital Economy Index, which bases its data on 1 trillion visits to U.S. retail sites, over 100 million stock inventory units (SKUs) and 18 product categories, shed some light on this: from March 2020 through February 2022, U.S. consumers spent $1.7 trillion online – $609 billion more than the two preceding years, 2018 and 2019. And a big chunk of those dollars have been spent on ecommerce. Digital Commerce 360 found that in 2020, changes in daily lifestyles related to Covid-19 boosted online consumer spending by $102.08 billion from 2019 levels, and another $116.45 billion in 2021 from 2020 levels. That’s an extra $218.53 billion in ecommerce sales in the pandemic’s first two years. All signs point to increased spending continuing well into Q4 2022.

Meanwhile, upfront deals are closing earlier than ever for many major TV networks, according to Variety. This could prove challenging for marketers trying to find audiences across the TV landscape who wait too long to get started.

In order to stay top-of-mind with audiences and execute strategic, rather than reactive, end-of-the-year TV campaigns, we’ve created this guide to ensure you make the most of your ad budgets – and outfox your competition – no matter how choppy the financial waters become. Now is the time to get your campaign plans and cross-channel TV buys locked up.

What This Playbook Will Cover:

  1. Why it's important to get holiday campaigns in market early.
  2. Why a reliable and nimble TV partner is crucial during this volatile macroeconomic environment.
  3. Why you must test, optimize and even pivot campaigns once results roll in.
  4. Why a strong brand message will help mitigate inflation-induced wariness among consumers.