The holiday advertising season is bustling with brands fighting for attention, and by now, Black Friday and Cyber Monday campaigns are locked, loaded, and driving consumer buzz. While these major shopping events traditionally kick off holiday spending, the real advertising magic might lie in what comes after: Q5—the overlooked but highly lucrative post-holiday period that bridges the end of one year and the start of the next.
For brands willing to think outside the traditional holiday box, Q5 isn’t just a period of downtime—it’s a golden opportunity to end the year on a high note and set the stage for the year ahead.
Why Q5 is Advertising’s Hidden Gem
Q5, spanning December 22 through early January, is when the holiday rush slows, but consumer engagement remains high. By this time, shipping deadlines have passed, and many advertisers have exited the market, leaving behind a less competitive landscape and discounted TV inventory.
For savvy brands, this means unlocking affordable access to premium programming across both linear TV and streaming platforms. Whether your audience is still in a holiday shopping frenzy or gearing up for the “new year, new me” mindset, Q5 lets you reach them with maximum efficiency.
Historical trends show significant CPM drops during this period, giving brands a chance to stretch their budgets further while maintaining or even improving campaign performance. This isn’t just a theory—advertisers regularly see performance boosts during Q5. For example, campaigns during this time often report a 13% increase in efficiency compared to earlier holiday efforts.
The Gift of Increased Viewership
During the holidays, TV viewership soars as families settle in for seasonal classics and live sports. Think about it: while viewers are enjoying Ralphie’s adventures in A Christmas Story or watching Kevin McAllister outsmart burglars in Home Alone, they’re also glued to live sports like NFL playoff games, NCAA bowl season, and the NBA.
Networks like ABC, ESPN, and others see significant year-over-year viewership increases during this time, particularly with expanded college football playoffs and heightened fan interest. Entertainment-focused networks also enjoy higher engagement, providing an ideal opportunity for brands to test fresh strategies or reintroduce campaigns on new platforms.
It’s not just about holiday traditions, either. Business-focused networks like CNBC World and Cheddar News also experience spikes, as viewers begin planning their financial and professional goals for the new year. The Q5 period offers something for every audience, making it an untapped goldmine for brands across industries.
Not Just for Toys: Q5 Works Across Verticals
While Q5 offers the chance to capture leftover holiday demand for toys and other giftables, its benefits extend far beyond that. Brands in health and wellness, for instance, find this period ideal for positioning their products ahead of the January rush. As the “new year, new me” mentality kicks in, fitness equipment, supplements, and healthy meal plans are in high demand.
Other verticals, from financial services to subscription-based platforms, can also take advantage of this time to introduce products or campaigns when audience engagement is still strong, but competition has eased. Whether your goal is driving post-holiday sales, testing premium ad inventory, or making the most of unused budget, Q5 is a playground of possibilities.
How Diray Media Delivers Q5 Wins
At Diray Media, we specialize in helping brands shine during key moments like Q5. Our proven approach combines linear TV and streaming strategies to ensure your campaigns reach the right audience at the right time. By leveraging our industry relationships and market expertise, we secure top placements and create campaigns that perform.
Whether it’s promoting the next must-have toy, capturing January’s health and wellness boom, or driving sales for innovative products across any vertical, we work around the clock to make it happen.
Our team isn’t just about booking inventory—we’re about results. We tailor every campaign to maximize impact, from optimizing creatives to balancing your investment across platforms. And with Q5’s unique blend of affordability and high engagement, we help you take advantage of the best media deals of the year.