--- title: Tatari TV | The 2026 Black Friday Cyber Monday Playbook description: The 2026 Black Friday Cyber Monday TV Advertising Playbook from Tatari. --- [![Tatari](https://lp.tatari.tv/hubfs/CharacterQuilt/Tatari/tatari-branded-email/tatari-logo-white-footer.png)](https://lp.tatari.tv/bfcm-2026-playbook#top) [01Inventory](https://lp.tatari.tv/bfcm-2026-playbook#chapter-1) [02Performance](https://lp.tatari.tv/bfcm-2026-playbook#chapter-2) [03Creative](https://lp.tatari.tv/bfcm-2026-playbook#chapter-3) [04Fabletics](https://lp.tatari.tv/bfcm-2026-playbook#fabletics) [05Timeline](https://lp.tatari.tv/bfcm-2026-playbook#timeline) ![Tecovas holiday advertisement playing on a television in a dark living room](https://lp.tatari.tv/hubfs/bfcm%20header.png) # The 2026 Black Friday Cyber Monday TV Advertising Playbook Key data and trends reveal how marketers use TV to hit their KPIs during the holiday season. [Launch your BFCM TV Campaign →](https://lp.tatari.tv/bfcm-2026-playbook#get-on-tv) ****Nearly**6 in 10**advertisers are increasing their BFCM TV budgets **37%**conversion-rate lift on Black Friday **83%**of advertisers prioritize performance goals over fully clearing their TV budget ***down* 25%**TV CPMs during Q5 compared with the rest of Q4 and Q1 Source: State of BFCM 2026, Tatari The season ahead ## The biggest holiday season on record will reward efficient scale Retail sales are expected to top $1 trillion for the first time, growing 4.5% year over year, [according to *Bain & Co.*](https://www.prnewswire.com/news-releases/us-holiday-retail-sales-set-to-outpace-last-years-seasonal-growth-performance-to-exceed-1-trillion-for-the-first-timebain--company-forecasts-302868926.html) ### What this playbook covers **01** Clearance & buying strategy **02** Optimizing performance during BFCM **03** Creative that cuts through the noise ### What this means for advertisers Efficiency and scale decide the season, not budget TV can deliver reach, impact, and urgency in a crowded market Plan inventory, performance, and creative together 01 ## Plan your TV ad-buying strategy early **Takeaway:** Book high-clearance placements months ahead. Then stay agile as the holiday rapidly approaches. Book early Play the remnant market - Higher bids typically land higher [clearance rates](https://www.tatari.tv/insights/lets-get-clear-on-clearance-pricing) - Demand makes high clearance rates harder to maintain - Book placements several months ahead of BFCM - Launch at the beginning of Q4 to gather performance insights - Inventory works on an auction-like bidding system - Advanced [Non-preemptible](https://www.tatari.tv/insights/why-more-brands-are-testing-npe-buys) buys can tighten remaining inventory - Day-of availability can improve as brands taper campaigns - Successful brands employ [more than one TV ad-buying strategy](https://www.youtube.com/watch?v=rszjvpglINQ) ![BF Linear Clearance Weekly YoY: line chart of 2022, 2023, 2024 and 2025 clearance rates from three weeks before Black Friday to two weeks after Cyber Monday. Source: Tatari Data](https://lp.tatari.tv/hs-fs/hubfs/CharacterQuilt/bfcm-2026-playbook-landing-page/cq-bfcm-2026-bf-linear-clearance-weekly-yoy-trimmed.png?width=1482&height=960&name=cq-bfcm-2026-bf-linear-clearance-weekly-yoy-trimmed.png) Case study ### Made In's full-funnel BFCM TV strategy increases conversion 4.5x ![Made In video poster](https://lp.tatari.tv/hubfs/CharacterQuilt/bfcm-2026-playbook-landing-page/cq-bfcm-2026-made-in-case.jpg)▶ Case study #### Made In · 2:22 Did you know? 54% of advertisers plan to be in-market with holiday messaging before mid-November. 17% are launching their BFCM TV campaigns as early as October. Source: State of BFCM 2026, Tatari 02 ## Maximize conversions during BFCM (and after!) **Takeaway:** Demand creates room to scale when measurement keeps efficiency in view. - Brands planning a performance-focused TV campaign can move with confidence - Tatari clients typically see a substantial boost in conversion rates during BFCM - Premium networks, sponsorships, and NPE CPMs are more desirable during this period - Hold the line on measurement to avoid overpaying ### Conversion Rate Improvement % increase as compared to a typical week 37% 27% Black FridayCyber Monday Source: Tatari Data **83%**picked performance over clearing budget **70%**use pixel-based attribution to measure TV **More than half**run incrementality testing alongside it Case study ### Knix increased its TV investment ahead of Q4 to confidently scale and drive conversions during BFCM ![Knix video poster](https://lp.tatari.tv/hubfs/CharacterQuilt/bfcm-2026-playbook-landing-page/cq-bfcm-2026-knix-case.jpg)▶ Case study #### Knix · 2:06 Did you know? Nearly 4 in 10 advertisers are holding their CPA and CPM thresholds completely steady through BFCM. Only 34% are adjusting targets to account for higher holiday costs. Source: State of BFCM 2026, Tatari 03 ## Thematically align your creatives around BFCM **Takeaway:** A holiday-specific spot has room to stand apart during the most cluttered week of the calendar. Repurposing proven creative is a smart, efficient strategy. But for brands with capacity for one holiday-specific spot, the competitive landscape for original creative is wide open. **1 in 5**producing net-new BFCM-specific TV creative **Nearly 30%**haven't decided yet **Roughly 4 in 5**will run the same ad they always run ### Four Tatari clients, four ways to signal the sale Tatari has numerous clients in-market with BFCM-themed creatives every year. It is easy to spot the similarities across the board. 1 / 4 ← → [Made-in](https://madeincookware.com/), [Magic Spoon](https://magicspoon.com/), [Knix](https://knix.com/), and [MVMT](https://www.mvmt.com/) show four distinct ways to make a BFCM offer unmistakable. ![Made In Black Friday creative video poster](https://lp.tatari.tv/hubfs/CharacterQuilt/bfcm-2026-playbook-landing-page/cq-bfcm-2026-made-in-creative.jpg)▶ #### Made In 0:15 End card with the dealVoice-over mention ![Magic Spoon Black Friday creative video poster](https://lp.tatari.tv/hubfs/CharacterQuilt/bfcm-2026-playbook-landing-page/cq-bfcm-2026-magic-spoon-creative.jpg)▶ #### Magic Spoon 0:16 End card with the dealVoice-over mention ![Knix Black Friday creative video poster](https://lp.tatari.tv/hubfs/CharacterQuilt/bfcm-2026-playbook-landing-page/cq-bfcm-2026-knix-creative.jpg)▶ #### Knix 0:16 Persistent sale sticker ![MVMT Black Friday creative video poster](https://lp.tatari.tv/hubfs/CharacterQuilt/bfcm-2026-playbook-landing-page/cq-bfcm-2026-mvmt-creative.jpg)▶ #### MVMT 0:31 Sticker throughoutSale end cardVO mention Case study ### Saatva shares how to ensure creative is ready for the holidays ![Saatva case study video poster](https://lp.tatari.tv/hubfs/CharacterQuilt/bfcm-2026-playbook-landing-page/cq-bfcm-2026-saatva-case.jpg)▶ Case study #### Saatva · 1:19 Did you know? Roughly 4 in 5 TV advertisers will run repurposed creative this BFCM. That leaves open airspace for brands that produce something new. Source: State of BFCM 2026, Tatari 04 ## Hear how Fabletics used TV ads to drive sales and lower CAC Learn how Fabletics leveraged the above BFCM TV tactics to reduce acquisition costs by 70%, increase branded search by 25%, and drive 110,000 incremental site visits. **-70%**acquisition costs **+25%**branded search **110,000**incremental site visits ![Fabletics BFCM TV Strategy video poster](https://lp.tatari.tv/hubfs/CharacterQuilt/bfcm-2026-playbook-landing-page/cq-bfcm-2026-fabletics-case.jpg)▶ Case study ### Fabletics BFCM TV Strategy · 3:11 ## Ready to launch your BFCM campaign? Here's how it works. Plan ahead for holiday season creatives Launch prospecting campaigns to drive mid-funnel website visitors Launch BFCM specific campaigns Take advantage of less demand and better rates Q4Q5Q1 OCTNOVDECJAN BFCM Lock inventory as market will get tight Launch retargeting campaigns Launch holiday campaigns Scale new year resolution campaigns - OCTPlan ahead for holiday season creatives - OCTLock inventory as market will get tight - NOVLaunch prospecting campaigns to drive mid-funnel website visitors - NOVLaunch retargeting campaigns - NOV BFCMLaunch BFCM specific campaigns - DECLaunch holiday campaigns - DEC / Q5Take advantage of less demand and better rates - JAN / Q1Scale new year resolution campaigns ## Get Your Brand on TV It's time to make TV your next performance channel. Talk to our team of experts for a live demo. ![Tatari](https://lp.tatari.tv/hubfs/CharacterQuilt/Tatari/tatari-branded-email/tatari-logo-white-footer.png) © 2026 Tatari, Inc.