CTV Unwrapped
2025
The Holiday Advertising Trends Report
Even when you plan every detail, the holidays have a way of going off script.
The turkey that looked like golden perfection on the outside, but was still frozen solid on the inside. The tree that looked straight on the farm, until it toppled over in the living room. The perfectly planned lights that ended up with fried wiring (hello, Griswolds).
Marketers know this feeling all too well, but especially during the high-stakes holiday season. Between shifting budgets, channel planning, and attribution chaos, even the most thoughtful plans can end up as holiday mishaps.
To better understand the challenges, trends, and priorities for marketers this holiday season, tvScientific surveyed more than 600 marketers who have a role in advertising programs. Here’s what they said.
CTV is the gift that keeps performing
When the holiday pressure hits, marketers look for more than just shiny new channels. They look for ones that deliver — like CTV.
CTV will be the #2 most-used channel for holiday campaigns this year, up slightly from the #3 spot last year.
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