VAB Releases Tatari Survey: 41 Brands’ BFCM TV Advertising Plans
Understand this event
On October 8, 2026, VAB released an infographic citing a Tatari survey of 41 digital-native brands and DTC advertisers, condensing the findings into nine groups of key points. On October 9, PPC Land reported that the infographic said 54% of respondents planned to run TV ads for the Black Friday and Cyber Monday (BFCM) holiday season before mid-November, while another 17% had already started advertising in October. So far, the information is limited to the VAB infographic and PPC Land’s report; the report does not mention when the survey was conducted, the sample composition, or any subsequent actions.
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Impact and actions
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VAB’s New Survey of 41 DTC Advertisers on Holiday TV Advertising: Small Sample, Narrow Scope
First update · Latest update (Beijing time)
Impact level
⚪ Background
⚠ Risk:The sample consists of only 41 Tatari clients and reflects intentions reported in July; it cannot be generalized to the overall advertising market or sellers’ advertising trends.
What happened
On October 8, 2026, VAB emailed a nine-panel infographic titled “Advertisers' Holiday Wish List,” summarizing a Tatari survey of 41 digitally native brands and DTC advertisers: 54% said they would run TV ads for Black Friday and Cyber Monday before mid-November, 17% said they had started advertising in October, and 59% said they would increase their BFCM TV budgets. The infographic did not state the sample size; the figure of 41 comes from the email. The survey was conducted from July 13 to 24, 2026, and all respondents were Tatari clients. The other details repeat those in the September 23 press release. [1]
Seller impact
- InferenceInference: Respondents’ budget and scheduling intentions reported in July partly align with IAB’s September upward revision of its 2026 U.S. advertising growth forecast to 12.3%, its CTV growth forecast to 15.6%, and its linear TV forecast of a 1.5% decline. However, the two measures use different scopes, so they do not support conclusions about seller ad spending or conversion costs. The suggested observation period runs through November 27, after Black Friday. [1]
- FactFact: Under the actual calendar, the 54% figure for “before mid-November” corresponds to at most seven brands starting to advertise in October; the original text also notes that the September material’s claim of “at least four weeks before Black Friday” does not match the calendar. Each respondent represents about 2.4 percentage points in this sample, and the difference between 54% and 59% is only two respondents. [1]
Suggested action
No action required; if tracking the strength of U.S. holiday advertising, wait until after Black Friday in November to verify actual ad spending and IAB’s subsequent forecast before drawing conclusions.
Evidence that would disprove the assessment
- Assessment 1：This directional assessment would no longer hold if VAB or Tatari publishes a more complete sample or actual ad spending data, or if IAB revises its forecast downward.
- Assessment 2：This interpretation of the percentages should be revised if Tatari publishes the original questionnaire or corrects its scheduling definition.
Coverage timeline
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- PPC Land advertising and platform updatesOriginal ↗VAB Infographic: 54% of 41 Tatari Clients Plan to Run Holiday TV Ads Before Mid-November
On October 8, VAB released an infographic condensing a Tatari survey of 41 digital-native brands and DTC advertisers into nine groups of key points. It said 54% of respondents would run TV ads for Black Friday and Cyber Monday before mid-November, while 17% had already started advertising in October.
Interest trend for this event
Current interest 3·Comparable scope peak 10（10/9 13:00）·Change over 24 hours within comparable scope -49%
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