2026 Performance TV Advertising Playbook for Retail Marketers

Retail doesn’t have one “big weekend” anymore. It’s a calendar of high-intent moments that show up all year long, from New Year resets and spring refreshes to summer sales, back-to-school, and the holiday surge. For retail marketers, that means one thing: getting in front of your audience ahead of each moment is critical.

TV has always been powerful but hard to track... until now. Performance TV lets you target, optimize, and measure just like any digital channel. This guide shows you exactly how to use it to reach shoppers and boost sales this holiday season.

What you’ll learn:

• What Performance TV is and how to build a winning retail strategy
• How to set budgets, define audiences, and create high-performing creative
• The tactical steps to launch and optimize campaigns
• How to measure impact and prove ROI with incrementality testing