A survey by Tatari, a media analytics company, with retail and DTC advertisers, including Bylt, Tecovas, Manscaped and Bearbottom Clothing, shows that most plan to increase TV investments for Black Friday and Cyber Monday (BFCM) 2026. The study also indicates that 58% of respondents prioritize their own website as a sales channel, 61% already use AI tools in their campaigns, and 54% intend to start their communications before mid-November.
Advertising budget on the rise
Nearly six in ten advertisers said they will increase TV spending for BFCM 2026 compared with the previous year. The share planning a significant increase rose from 16% to 22%. Only 7% said they expect to reduce the budget, meaning more than 90% of brands will maintain or expand their investments during the period.
Sales channels
No advertiser cited the physical channel as a priority for year-end sales. Only 3% mentioned Amazon. The majority (58%) said the focus will be their own e-commerce website, while 39% adopt an omnichannel approach with an emphasis on digital. The movement reinforces the changing role of TV, which has come to be treated as a performance channel to direct consumers to the checkout page.
Earlier campaigns
More than half of advertisers (54%) plan to be on air with Christmas messages before mid-November, and 17% intend to launch campaigns as early as October. The largest group (37%) will start their efforts in early November, while only 25% wait until Thanksgiving week. The early start follows consumer behavior, as shoppers begin looking for deals in the fall, according to data from McKinsey & Company.
Use of artificial intelligence
Sixty-one percent of respondents said they use AI to support TV campaigns in the 2026 season, whether in creative development, audience targeting, or optimization. Another 12% said they will adopt the tool soon, bringing the total engaged to about 75%. Only 27% said they currently do not use AI.
Measuring results
Measurement is a priority: 70% use pixel-based attribution platforms, 53% run incrementality tests, and 45% adopt media mix models. Only 13% have no formal evaluation method. For 83% of advertisers, the most important factor is maximizing performance, versus 17% who consider budget release more relevant.
