It might feel early to talk about media for all of 2026, but the smart brands are already doing it. Q3 and Q4 are when the best media inventory starts getting claimed, and waiting until January means you’re already behind. And who wants to be looking at media spreadsheets during the post-holiday blues!? At Deep Fried, we’re helping clients across Louisiana, the Gulf Coast, and beyond, to lock in smarter buys now, so their budgets work harder later. To get the ideas flowing, here’s a look at the trends we’re watching as we build 2026 media plans (and how starting early sets you up to win).
Audience Behavior Shifts
Privacy-Driven Targeting Evolution:
- Third-party cookies are effectively gone, and behavior-based tracking is fading out.
- Prioritize first-party data. Email lists, loyalty programs, and site engagement are now the foundation of targeting.
- Start building a first-party data strategy early; it takes time to get it right.
General Media Habits Updates:
- Gen Z is entering full consumer power. Respond with fast, authentic, creator-first content.
- Millennials remain research-driven. Focus on YouTube, search, and long-form content.
- Gen X and Boomers still require an omnichannel mix. TV, radio, and social media are still key.
Social Commerce Surge:
- TikTok Shop, Instagram Checkout, and YouTube Shopping are driving more direct purchases.
- Plan media and content together to maximize these shoppable platforms.
- Test early to gain an edge before competition drives up costs.
Channel & Platform Trends
CTV & OTT Importance:
- Streaming continues to outpace linear, pulling both attention and ad dollars.
- Premium CTV inventory (Hulu, Netflix, Disney+, etc.) sells out early and carries rising CPMs.
- Early planning secures better placements and rates before competition spikes later in 2026.
Audio Resurgence:
- Podcasts and streaming audio are drawing highly engaged, niche audiences.
- Audio offers low clutter and high attention, especially during commute and routine moments.
- Budgeting now locks in premium podcast sponsorships and dynamic ad inventory before they fill.
Retail Media Networks:
- Amazon, Walmart, and other retail platforms are becoming must-buy channels for commerce-driven brands.
- Retailer platforms offer closed-loop attribution, which ties ad spend directly to sales.
- Integrating retail media early helps capture high-intent audiences and maximize ROI.
2026 Seasonal & Cultural Opportunities / Challenges
- Midterm Elections – Expect heavier ad clutter and higher rates in late 2026.
- FIFA World Cup – Increased live sports inventory and global attention create high-end opportunities.
- America 250 – Nationwide celebrations for the nation’s 250th birthday will drive event-based marketing and unique content opportunities all year.
- Economic Uncertainty – Early planning builds flexibility to shift budgets as conditions change.
There’s a lot happening in 2026, and even more that we don’t know yet. The brands that start planning now will be the ones ahead of the curve and more capable of adapting. At Deep Fried, we help brands plan their media mix, lock in prime placements, and get the most from every dollar spent. Ready to start building your 2026 media plan? Contact us at hello@deepfried.com and let us help you feed your brand.
