From programmatic advertising to Christmas TV spots, Q4 is always a big time for advertising both digital and traditional. 

In a quarter focused on consumer spending, how does advertising spend add up? These are MediaRadar’s biggest takeaways. 

• 611 RFPs have been issued in Q4 so far. This includes 315 RFPs in November alone. Are you keeping up on this slough of advertising opportunity?

• 29 percent of all TV advertising spend takes place in Q4. Earlier this month, The Guardian reported on just how important the quarter is for brands to get ahead: “A record £6.8bn festive advertising spree gets under way this weekend with Argos, Asda, Iceland and Walkers calling on the star power of Mariah Carey and the cast of Frozen to help shift everything from crisps to turkey crowns and musical instruments.” 

• 40 percent of all TV advertisers spend the most in Q4. With the holiday season just around the corner, a large minority of brands ramp up spending on traditional formats. 

• Q4 is big for digital, too. Just over a third of all online spend occurred in Q4 of last year. More specifically, over 850 brands advertised on Snapchat in Q4. This is a trend we expect to continue this year. 

• Direct to consumer brands are going beyond digital advertising. So far in 2019, DTC brands have spent over $1 billion on TV and print advertising. For its part, podcast advertising is expected to surpass $1 billion by 2021. With 32 percent of Americans listening to podcasts every month, the format represents a new and uniquely effective way of reaching an audience. 

“While many business owners appreciate the fact that marketing continues to change at a fast pace, those who are willing to adapt and evolve will continue to attract high-quality customers in a digital world,” writes Christian Thomson at Forbes. Given the spending trends from Q4, this is likely to remain true into 2020.