Last updated: December 23, 2020
The novel coronavirus (COVID-19) pandemic, coupled with the recent increase in restrictions around the world, has created both new consumer behaviors and an extended and mostly digital holiday season. As restrictions rise, retailers are responding in innovative ways in an effort to recoup losses from earlier this year and get the most out of an expected slow holiday spending season. This page highlights some of Nielsen’s biggest holiday advertising and viewing insights and predictions.
What’s on repeat every holiday season? That’s right, Christmas music. In fact, the “all-Christmas” radio format has been on the rise over the past few years. Stay tuned to see how a pandemic holiday affects listening habits.
Everybody is familiar with the deluge of advertisements that hits during the holidays. Over the past few years, retail advertising spend has hovered around $2.4 B dropping modestly in 2017 and 2018 before picking up again to $2.5 B in 2019. While online retail advertising spending is still small comparatively, it grew 25% between 2018 and 2019 during the fourth quarter. But this year is undoubtedly different, with more spend shifting online and many retailers looking to make up dips in sales in earlier months. Will 2020’s holiday ad spending break retail’s flat spend? How much will digital grow? Stay tuned for the answers in 2021.
what’s hot this holiday season
Best Gifts for Gamers
What’s on the wish list for gamers this year? The season’s most anticipated games include Marvel’s Avengers, FIFA 21, Watch Dogs: Legion and more brought to you by Nielsen Game Rank™. According to recent Black Friday and Cyber Monday data from SuperData, a Nielsen Company live-service games are also growing in popularity and global in-game content spending and digital games are expected to remain popular. In fact, from January to October 2020, U.S. digital game spending was up 32% year-over-year compared to 13% worldwide.
Get the complete list of the most-anticipated games, read about the dark horses of the holiday season and platform-specific releases.