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# Marketers push holiday campaigns earlier, lean harder on performance TV
- URL: https://www.medianexis.com/marketers-push-holiday-campaigns-earlier-lean-harder-on-performance-tv/
- Published: 2026-08-11T00:00:00.000Z
- Updated: 2026-09-17T17:40:49.000Z
- Description: A tvScientific/Pinterest study finds 62% of marketers are starting holiday campaigns earlier and 81% plan performance TV ads this season. It signals CTV’s shift from awareness to a revenue-accountable channel across a lengthening seasonal calendar.
- Author: Fabric.Media Editorial
- Tags: Measurement, #archive-backfill, Jon Lafayette

*Signal from* [*The Measure*](https://www.themeasure.net/?ref=medianexis.com) *·* [*Jon Lafayette*](https://www.medianexis.com/tag/by-jon-lafayette/) *·* [*read the original*](https://www.themeasure.net/holiday-season-getting-long-and-stressful-for-marketers/?ref=medianexis.com)*.*