How to sleigh your strategy this holiday season
The most wonderful time of the year is just around the corner, and audiences and advertisers alike are gearing up to spread holiday cheer.
With the season in mind, we ran a survey within our Disney Dialogue Community for a closer look at all the ways Disney viewers* are celebrating the holidays, and how advertisers can break-through by aligning with content that deeply resonates throughout the season.
Here’s what we learned:
Advertisers, including new and emerging brands, can join the holiday gift-giving journey and create an impact. Only 8% of Disney viewers shared that they know exactly what they want to purchase for holiday gifts, with a vast majority of Disney viewers remaining open to exploring options.
This time of year is imperative for brands to align their media plans with the holiday season, and Disney is ready to help unlock the magic with multi-platform and custom solutions. At the top of the season, John Campbell, SVP, Client Partnerships spoke with Marketing Dive on how Disney is helping brands extend the Halloween momentum into the holidays.
When looking at some of the biggest holidays of the year, we found the top moments during the season fell within late November and early January for streaming across Disney+ and Hulu – making this the perfect time to reach streamers.
say they’ll stream more or the same amount of TV/movies around the holidays
plan to spend time with family and friends
say streaming is their preferred method of watching
Sponsors who ran campaigns across Disney’s holiday content during the month of December saw significant lifts across all key metrics, especially awareness.
However, it’s important to remember that most shoppers turn to deals and discounts to offset the impacts of inflation with 48% using coupons, 37% exploring new products and stores, and 34% engaging with loyalty programs.
Align your message with special events across Disney like Freeform’s 25 Days of Christmas, NBA Christmas Day, the College Football Rose Bowl and New Year’s Rockin’ Eve.
Streaming allows for effectiveness and innovation at scale.
Reach high-value audiences by tapping into festive holiday favorites on Disney+, or engaging ad experiences on Hulu.
Holidays are for creating memories with family and friends.
Lean into shared and immersive experiences with discounts or rewards.
to wrap your brand around the holidays.
Sources: Disney Dialogue Survey – Holiday, June 2023
Hulu Huddle Survey – Holiday, June 2023
ePoll Audience Profile Study, December 2022
Latitude, Holiday Project, December 2022. Data is inclusive of Freeform, Hulu, and FX.
Nielsen NPower Ratings Analysis Time Period Report L+7 Dec 2022
Nielsen NPower, Streaming Meter, 9/1/2021 – 8/27/2023, L7, Hulu P2+, Disney+ A18+, Indices, Based on Minutes Total Hulu, Holiday 100 Index= Daily Average Total Minutes, Long Weekend 100 Index=Sat-Mon Daily Average Total Minutes, *Thanksgiving Weekend 100 Index=Thur-Sun Daily Average Total Minutes,
**Christmas Week 100 Index=Daily Average Total Minutes.
comScore Video Metrix, Sept 22 – Aug 23