Q5 in advertising typically relates to the period immediately after Christmas into January. Historically in  the television and digital advertising sectors, we've seen ad prices fall in this period when some advertisers slow spend after the spending frenzy of November, Black Friday and the run up to Christmas. And we have seen the 26 December to 3 January as a particular hot spot for return on ad investment with many people not working and having time on their hands - and therefore consuming media.

Here are some themes and opportunities for you to consider how you should think about Q5:

• New Year's Resolutions and Fresh Starts: Q5 marks the beginning of the calendar year, making it an opportune time for advertisers to tap into the audience's motivation for New Year's resolutions and fresh starts. Campaigns that align with health, wellness, personal development, and lifestyle changes can resonate well during this period.

• Time on Hands: we have seen the 26 December to 3 January as a particular hot spot for return on ad investment with many consumers not working and having time on their hands - and therefore consuming media. Advertisers are encouraged to consider this period as an ideal time to promote products and services, leveraging the increased media consumption potential.

• Spring Season and Renewal Themes: as we move beyond January, we look forward to the arrival of spring, providing advertisers with an opportunity to incorporate themes of renewal, freshness, and new beginnings into their marketing campaigns. Products and services associated with springtime activities, outdoor pursuits, travel, and home improvement can be highlighted.

• Clearance Sales and Promotions: early New Year is a historically strong time to implement clearance sales and promotions. This strategy helps clear out existing inventory, attract budget-conscious consumers, and create excitement around discounted offerings.

In summary, the period 26 December through into February offers advertisers some unique seasonal opportunities, leveraging the momentum of the new year, consumer spending patterns, and seasonal themes to create impactful and targeted marketing campaigns.