A SUPER DUPER SUPER SATURDAY
No matter how early people start their holiday shopping, there always seems to be a mad dash at the last minute. (It doesn’t help that Thanksgiving, Black Friday, and Cyber Monday came late this year.) The National Retail Federation estimates that 157 million frenzied consumers will shop this Super Saturday via both online platforms and physical stores. This final push should bring holiday spending to record levels—as much as $989 billion. The NRF’s definition of “Holiday Season” goes through December 31, and includes post-Christmas shopping, gift card use, and returns/exchanges. Reminder: Hannukah doesn’t start until the 25th this year, so if you’re still looking for that eighth gift, hold on for the after Christmas sales. (NRF: Dec 16, 2024)
SOME GOOD NEWS FOR TV NEWS…
In recent years, many brands have been wary of advertising on TV news programs and networks. Their concern has been that the content will polarize audiences and affect their brands’ images. A new study from Mediaprobe suggests that there is a benefit to advertising in news. Their measurements of real-time physical and emotional responses to media show that ads in news programs generate better response and recall—a five percent increase in recall versus primetime programs. This isn’t a huge percentage, but it represents tens of thousands of consumers—and potential customers. (Variety: Dec 13, 2024)
…AND GREAT NEWS FOR LOCAL NEWS
Viewers continue to look to their local news outlets for trusted information—a trust that is expected to grow throughout 2025. Pew Research’s recent Local News Study indicates that 85% of adults say that local news outlets are “at least somewhat important to the well-being of their local community.” That includes 44% who rate it as “extremely” or “very” important. Pew cites some major reasons for the trust and connection that viewers feel: Diversification of content and distribution, the role of talent as local influencers, and increased access through the easing of paywalls. (Nieman Lab: Dec 2024)
STREAMERS TURN TO OLD-SCHOOL ATTRIBUTION MEASUREMENT
CTV will seemingly always have one foot in the world of traditional media, and one in the digital realm. The platforms can use data to hyper-target ads, but as a typically non-clickable medium, they mirror traditional TV as an upper-funnel awareness driver. To help determine their effectiveness in creating awareness and influencing purchases, streamers are using media mix models and focus groups—two very traditional tactics. Both will allow CTV platforms to tout incremental brand lift when seeking new and increased ad budgets. Everything old is new again. (Digiday: Dec 11, 2024)
THIS WEEK IN VIDEO HISTORY
December 19, 1971 – America Meets the Waltons CBS’ TV movie The Homecoming: A Christmas Story was a hit with viewers and—while it wasn’t intended to be—served as a pilot for the series The Waltons. The show debuted as part of the 1972-73 broadcast schedule and lasted for nine seasons and 221 episodes before saying its final “Goodnight, John-Boy” in 1981.
HAPPY HOLIDAYS FROM EVERYONE AT VIDEO NEWS HEADQUARTERS, SEE YOU IN 2025.
