Brands shift festive media buying earlier, moving beyond a single peak plan
· 2h ago · Originally reported by BMI
A new report indicates brands are starting their festive-season media buying earlier and spreading budgets beyond one peak window. The shift suggests advertisers are treating the festive period as a longer, multi-phase campaign rather than a single burst of spending.
Why it matters
When every brand competes for the same peak festive dates, ad prices spike and attention gets crowded. Starting earlier lets advertisers reach shoppers before that rush.
Explain it like I’m new here
It's like buying festival gifts weeks ahead instead of fighting the crowds and higher prices on the last day.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
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