The holidays have just ended, and the whirlwind of shopping, celebrations, and advertising has started to slow down—or so you think. Now is the perfect time to look ahead and start planning for the next holiday season and the events that will follow throughout the year. Why? Because building a successful TV campaign takes time. From aligning your goals to strategizing how to reach your audience, every step matters. At Diray Media, we leverage years of data and expertise to ensure your brand is positioned to shine. Let’s break down the key opportunities across the year so you can maximize your impact.
Quarter-by-Quarter Recommendations
Q1: New Year, New Goals, Big Viewership
• Resolution Season: As consumers set goals for the year, brands in health, wellness, and fitness are perfectly positioned to capture attention. Meta’s ad restrictions make this an even better time to shift budgets to TV, where you can drive substantial boosts in impressions at a lower CPM.
• Now that we are in a post-election cycle, the new presidency will boost news viewership. So, if news is part of your TV advertising strategy, you may want to go heavy in Q1.
• Super Bowl Spotlight: On February 9, the biggest TV event of the year delivers unmatched exposure. Even if your brand isn’t airing during the big game, pre- and post-event programming offers high-value opportunities.
• Award Season: From the Oscars to the Grammys, Q1’s live, non-sports events provide prime opportunities to connect with audiences emotionally invested in these cultural moments.
• Sports Galore: The NFL Playoffs and March Madness attract millions of fans. Align your brand with this passionate, engaged audience.
• Planning Ahead: Use this quarter to lay the groundwork for Q2 and beyond. We’ll help you secure premium spots and lock in a winning strategy.
Q2: Spring Renewal and Family Time
• Easter and Spring Holidays: Easter is a golden moment for toy brands and family-focused campaigns. Mother’s Day and Father’s Day in May also provide opportunities for brands to celebrate these key family moments.
• Live Sports Dominate: Q2 offers a prime opportunity to secure premium ad placements alongside live sports, spanning from the start of the baseball season to the NBA and NHL playoffs. Strategic budget planning in advance is essential to capitalize on these high-impact events. Last year, the NBA Finals broke records, with Game 1 drawing the largest audience ever on ABC, while Game 7 of the 2024 Stanley Cup Finals attracted 16.3 million viewers, becoming the second-most-watched NHL game in history. Meanwhile, the WNBA season tips off in May, building on last season’s record-breaking ratings.
• Summer Travel Inspiration: As the calendar quickly turns to summer, Americans will be in vacation mode. According to travel data, the 2024 summer travel season reached record levels with 212 million Americans planning a trip. 2025 is expected to be no different. This is a great time to reach consumers who are making their holiday and summer travel plans in early Q2.
• Upfronts and Future Planning: Q2 is a critical time to begin planning and negotiations for the following year, as networks will unveil their new programming at The Upfronts in New York this May. This is a critical time to secure placements for the next year—don’t wait until it’s too late!
Q3: Summer Fun and Strategic Prep
• Streaming Powerhouse: While viewership tends to wane slightly during the summer, streaming continues to be hot. According to Nielsen, streaming platforms accounted for a record 40.3% of all TV usage last June. With more kids home from school and more travel, there’s more time to binge programming on-the-go.
• Sports Ramp-Up: Tailgating season kicks-off as both NCAA college football and the NFL swing into full gear.
• Back-to-School Buzz: Families gear up for the school year, making it a prime time for brands in education, apparel, and technology.
• Holiday Strategy: The most successful Q4 holiday campaigns start with early planning. By securing placements now, you’ll be ahead of the competition when the shopping frenzy begins.
Q4: Holiday Magic and a Sports Bonanza
• Holiday Shopping Frenzy: Black Friday, Cyber Monday, and the lead-up to Christmas are must-win moments for brands. While Black Friday/Cyber Monday (BFCM) isn’t until November, brands heavily reliant on Q4 holiday sales must begin booking placements well in advance. The most efficient rates in Q4 are often the result of conversations which start in Q3, so begin your planning process as early as possible to set yourself up for success.
• The Sports Equinox: With baseball’s Fall Classic, the start of both the NBA and NHL seasons, and NFL football in the heart of its season, Q4 offers the rare time when all major leagues converge, commonly known as the sports equinox. The sports equinox occurs when all major leagues hold games on the same day.
• Family TV Time: Thanksgiving and Christmas bring families together around the TV. It’s the perfect time for emotional, heartwarming campaigns that resonate with wide audiences.
• Q5 Deals: After Christmas, the so-called “Q5” period offers the most cost-efficient media buys of the year with fewer competitors, while consumers remain in a spending mindset.
Let’s Talk About Your Moment in the Spotlight
With decades of experience and years of data to back us up, we know exactly when your brand will shine. Our proven strategies, tailored insights, and dedication to your success ensure your campaign is perfectly timed and positioned to deliver results.
It’s never too early to start planning. Make sure to check out our 2025 Broadcast Calendar to keep track of this year and let us help you start scheduling and planning. Reach out today to find the perfect time for your brand to take center stage. Together, we’ll make sure your brand doesn’t just air—it thrives