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The Measure Newsletter

42% Of Holiday Shoppers Are 'Grazing'

The Measure

• 2 min read
42% Of Holiday Shoppers Are 'Grazing'
Photo by Luke Jones / Unsplash

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This Week On The Measure: 

Holiday Shoppers Graze Before Buying

There’s a “grazing” period before Black Friday/Cyber Monday shopping, according to new Wunderkind data. The company found that 42% of BF/CM buyers made at least one pre-purchase site visit in the week leading up to the big sales. [READ MORE]

Championship Weekend Wins Watch-Time

Conference championship games on Friday and Saturday helped boost ABC’s minutes watched from 9.30% to 8.84% week-over-week, according to Inscape data. Cable news also rose during the college football-focused week. [READ MORE]

The Hottest Holiday TV Advertisers

Walmart and Macy’s made major TV ad reach gains year-over-year from Thanksgiving through Cyber Monday. Data from iSpot shows the two retailers led the way for holiday ad impressions during that stretch this year, with Macy’s increasing by 35% vs. 2023. [READ MORE]

Seasonal Video Content In ‘Shorts’ Supply

Holiday-related video content may be long on demand, but is also leaning on shorts, at least in the U.S. Tubular Labs data reveals that U.S. YouTube creators earned 2.4 billion views from holiday-related videos from Nov. 28-Dec. 9, with 58% of those views attributable to YouTube Shorts. [READ MORE]

Balancing Streaming Demand Decay

Finding a hit show is one thing, but how have various streaming services managed to sustain demand decay over time (or failed to) in a way that continued to drive viewership? Parrot Analytics recently dove into the topic, looking at data from Bridgerton, Ted Lasso and The Boys. [READ MORE]

This Week’s Free Report, From TVREV: The Contextual Revolution: Five Companies Rewriting The Rules of CTV Advertising