Hardly any moment of the year is as rewarding for advertising as the turn of the year. Millions of people want to change something, and many are ready to spend money on it, on the membership, the course, the consultation. Unlike the Christmas season, it is not about giving gifts but about self-improvement. Those who know which resolutions drive people, and for how long, can tailor their campaign precisely to them. This article is part of the series on audiences by occasion and is devoted to the fresh start in January.
Why the start of the year is a season of its own
New Year's resolutions are not a cliché but a measurable mass phenomenon. According to the annual, representative Forsa survey commissioned by DAK-Gesundheit, 41 percent of people in Germany have set themselves a goal for 2026. Among 14 to 29 year olds it is even 63 percent. At the top are spending more time with family and friends (62 percent), coping better with stress (61 percent) and moving more (57 percent). Statista Consumer Insights add two more perennials with saving more money (52 percent) and eating more healthily (50 percent).
For you as an advertiser, that means the demand comes to you on its own during this time. People actively look for the studio, the course, the offer that helps them with their resolution. Your job is to be visible at the right moment, and that begins between the years, when the resolutions are being formed.
The key audiences at the start of the year
Those keen to get moving. More exercise is, at 57 percent according to DAK, one of the strongest resolutions. Gyms, sports courses, clubs and physiotherapy experience their rush in January. This group is highly motivated and local; it looks for an offer within reach. Via streaming you reach them specifically by region and age, with a message that emphasises the easy start.
The health and nutrition conscious. Around 50 percent intend to eat more healthily according to Statista. Organic stores, health-food shops, nutrition consulting, pharmacies and delivery services for healthy food benefit from this. Here the price matters less than the promise of improving one's own wellbeing.
The savers and finance optimisers. Saving more money is, at 52 percent according to Statista, the single most common resolution. The turn of the year is also the classic time for switching contracts and insurance. Banks, insurers and financial advisers now meet an unusually receptive audience.
The self-improvers. Further education, language courses, coaching and adult education centres benefit from the desire for personal progress. This group is smaller but valuable, because its decisions often come with a higher course fee.
The persistent younger ones. New Year's resolutions are not a January-only topic. According to DAK, 63 percent keep their plans going for more than three months, the highest value since the survey began, and younger people in particular understand the turn of the year as a real fresh start. Those who do not switch off their campaign after two weeks but stay present into spring accompany this group through the decisive phase.
How to play it with onescreen
Two things are decisive at the start of the year. First, timing: resolutions are formed between Christmas and New Year, not only in mid-January. Those who are already present in this phase make the shortlist. Second, endurance: because many people pursue their plans over months, a campaign that runs into spring works more strongly than a short January sprint. With onescreen you target specifically by region, age, gender and interests and reach your audience on the big screen, non-skippable and with full attention.
One thing stays important: expectations. The sign-up, meaning the studio membership or the consultation appointment, rarely happens directly in front of the TV, but later on the smartphone or on site. Streaming advertising builds demand and puts you top of mind before the decision is made. Why relevant attention counts for more than sheer reach is explored in the article Attention Over Reach. How precisely streaming can be targeted regionally, especially for local studios and providers, is shown in the article on regional targeting in streaming TV.
Conclusion
The start of the year is the season of self-improvement. People want to move more, live more healthily, save and learn, and they actively look for offers that help them do it. Those who are present early and stay visible into spring hit a rare constellation: a large, motivated and purchase-ready audience. Target precisely, plan for endurance instead of a flash in the pan, and be there when resolutions turn into decisions.
Want to prepare the start of the year via streaming? Book a demo and we will show you the options in 30 minutes. Or get started in the Ad Manager.
FAQ
Who do I best reach at the start of the year via streaming? Above all the many people with New Year's resolutions: those keen to move more, the health and nutrition conscious, savers and those interested in further education. According to DAK, 41 percent of people set resolutions, rising to 63 percent among 14 to 29 year olds. Targeting is done specifically by age, interests and region.
When should I start my New Year campaign? Already between Christmas and New Year, because that is when resolutions are formed. Those who only start in mid-January miss the moment of decision.
How long should the campaign run? Longer than just January. According to DAK, 63 percent keep their resolutions for more than three months. A campaign that runs into spring accompanies the audience through the decisive phase instead of going quiet after the first burst of motivation.
Is streaming advertising worthwhile for local providers such as gyms? Yes, especially for them. Through targeting by postal code you specifically reach the motivated people in your catchment area, instead of scattering budget across all of Germany.