Why Q5 Remains One of The Most Wonderful Times of Year to Advertise on TV

A version of this was originally featured on AdAge.

The presents have been opened, the egg-nog is gone, and the 2025 holiday season is but a distant memory. For many marketers, the week between Christmas and New Year's is typically quiet - a time to pause before the new year begins. But the calendar is deceptive. Consumers are still in the holiday spirit and looking for deals. In fact, roughly 65% of shoppers planned to make a purchase during that same week last year. It’s more than the tail end of the holidays, it’s a prime shopping period when advertisers can reach engaged audiences at lower costs. Welcome to Q5. 

The Secret is Out, but The Opportunity Remains

For television advertisers, Q5 has historically been a low-cost, high reach window with less demand creating opportunities for savvy advertisers. Beginning around December 22 (when shipping deadlines have passed) and extending through the first week of January, it represented a rare stretch when TV inventory opened up, despite audiences staying tuned in. But the playbook that used to let marketers snap up last-minute inventory deals is gone. Last year we saw a 73% year-over-year spike in advertising spending as marketers discovered Q5’s untapped value. That, coupled with networks accelerating their log schedules and rates being more dynamic than previous years has put more pressure on TV ad inventory. The upside remains, but it requires a smarter, more nimble approach.

Why TV Still Matters in Q5

A few key factors keep the Q5 window a compelling time to launch a TV campaign.

First, viewership remains locked in. When they’re not watching Ralphie shoot his eye out or Kevin trying to survive the holidays home alone, TV viewers are binge-watching everything from the NFL and college bowl games to seasonal programs across networks like Hallmark Channel, Freeform, FX, Comedy Central - many of which see strong gains in viewership by featuring holiday programming even after the holiday “officially” ends. This type of “tune-in” programming helps create premium, culturally relevant moments for brands.

Secondly, historical averages still show stronger efficiency across the board, with a significant dip in CPMs during Q5 compared with the rest of Q4/Q1, driven by the majority of advertisers pulling back spend and strong viewership gains especially on streaming. Tatari clients have seen a 15% lift in response rates across streaming during Q5 versus holiday periods, indicating both lower costs and stronger engagement. That makes Q5 attractive not just for reach but for measurable outcomes. 

Best Practices for this Year’s Q5 Window 

If you want to turn Q5 into performance, treat it like a short, high-value seasonal flight rather than a last-minute clearance sale.

• Lock in early, with deadlines in mind. Networks are accelerating logs and closing earlier each year. IO’s need to be submitted as early as mid-December; buyers who wait for “firesales” risk missing the best inventory entirely.

• Allocate a two-pronged budget: anchor + opportunistic. Use streaming as a steady anchor for clearance and measurement, and reserve an opportunistic pot to snap up high-reach linear moments (holiday sports, NYE specials, premium entertainment) when they appear.

• Adjust rates with the dynamic marketplace. Rather than blanket cuts, adjust rates week-by-week and by network tier. We expect a more open market for the weeks of Dec. 22 and Dec. 29.

Test and retest publishers. Q5’s combination of lower CPMs and engaged viewers makes it ideal for testing new publishers and streaming platforms and quickly iterating on creatives and placements while audiences are receptive. Performance gains on streaming during core Q5 days make it a particularly useful proving ground.

Where Q5 Delivers Beyond CPMs

Q5 is more than cheap reach. It can drive improved response rates, lower CPVs on streaming, and for many advertisers, gives brands access to premium, culturally significant programming (holiday sports, year-end specials, awards shows) that are otherwise priced out of or typically out of reach. For advertisers seeking both scale and efficiency, Q5 can fast-track audiences into the top-of-funnel while also serving as a controlled testbed for publishers and messaging.

The Tradeoffs

It’s not risk-free. The compressed window means planning and execution must be tighter. New entrants have made Q5 more competitive; networks’ earlier booking cadence reduces last-minute flexibility; and creative and trafficking deadlines are unforgiving. But where those constraints are met, the returns remain compelling.

Q5 Can Extend the Holiday Cheer

Q5 has evolved from being a little-known window for efficiency to a foundational advertising tactic that can drive measurable outcomes. As consumers shift from holiday giving to self-improvement, resolutions, and fresh starts, the appetite for discovery and spending doesn’t disappear; it simply changes focus. That makes Q5 relevant for almost any advertiser, whether the goal is to capture leftover intent, test new messaging, or build momentum heading into Q1.

While it may not make sense to anchor campaigns to holiday promotions, brands that act quickly and buy into the moment can extend their reach, stand out in a quieter market, and drive incremental revenue before budgets reset. The post-holiday period rewards agility, and Q5 remains one of the few chances all year to find both attention and efficiency in the same place.