Quarterly Report: Q1 Retrospective, A Case for Not Going Dark After the Holidays

Packed with major shopping moments, big revenue pushes, and the kind of performance highs that make end-of-year reports shine, Q4 often gets all the glory. But what happens after the confetti settles? For MNTN advertisers that stayed the course, Q1 2026 told a compelling story: the first few months of the new year is a time to double down, not slow down.

Q1 Isn’t a Cooldown, It’s a Growth Quarter

MNTN advertiser data from January through March 2026 showed steady, measurable growth across the quarter: revenue climbed 25% from January to March, while average visit rates followed a similar upward path. At the same time, average cost per acquisition (CPA) declined each month. In other words, advertisers were reaching more people, more efficiently, as the quarter progressed.

The year-over-year (YoY) picture reinforces this further. Among MNTN advertisers active in both Q1 2025 and Q1 2026, average conversion rates jumped 42% and average visit rates surged 75%.

A particularly compelling data point, though, comes from comparing Q1 directly to Q4. MNTN advertisers who ran campaigns in both Q4 2025 and Q1 2026 didn’t just hold their ground coming off the holiday high, they grew. This group saw:

• +29% Average Conversion Rate
• +21% Average Visit Rate
• -11% Average Cost Per Acquisition

The takeaway is hard to argue with: the momentum built during Q4 doesn’t have to evaporate in January. For advertisers that stay active, it compounds

Q1 Remains a Peak Season for Self-Improvement Even as New Year’s Resolution Trends Evolve

The new year has long been synonymous with self-improvement, but what that means to consumers has shifted. Physical goals like hitting the gym or eating better still dominate resolution lists, but mental wellness, career growth, and personal development have become equally prominent. And Q1 2026 MNTN advertiser data reflects both sides of this evolution.

On the physical front, familiar Q1 performers showed up strong. Vitamins, Supplements and Health Stores, and Weight Loss Services all ranked in the top 10% in revenue across all MNTN advertiser subverticals. On top of this, Fitness Equipment and Accessories appeared in the top 10% for both revenue and return on ad spend (ROAS), a sign that shoppers were actively converting on these purchases, not just browsing.

The mental and professional development picture was equally compelling. Learning and Education Technology was the standout performer in this category. It was the only subvertical to land in the top 10% for revenue, ROAS, and conversion rate, signaling strong purchase intent across the funnel. Self-Help/Improvement made the top 10% in both revenue and ROAS, while Job Training and Certification, and Colleges and Universities both ranked among the top performers for average visit rate. This underscores that for many consumers, the new year is as much about career/mental growth as it is about physical wellness.

Q1 is a prime opportunity to meet shoppers where their mindset already is. And as the definition of self-improvement continues to expand, brands across virtually any category can find an angle — whether that’s leaning into how a product supports a healthier routine, enables a new skill, or positions an offering as an investment in oneself.

Momentum From Wave Season Carried Through Q1 for Travel Advertisers

Wave Season (the cruise industry’s equivalent of Black Friday) is one of the most valuable windows for travel advertisers. And for MNTN customers in the travel space, Q1 2026 data suggests that momentum carried well beyond January.

Travel Agencies and Services ranked among the top 10% in revenue across MNTN advertiser subverticals, while Airlines and Flight Booking ranked among the top performers for average conversion rate. When looked at together, these data points indicate that Q1 travel audiences were ready to take action. Zoos and National Parks and Live Music and Comedy both landed in the top 10% for conversion rate as well, pointing to consumers actively converting on experience-based travel plans.

On the ROAS side, Amusement Parks and Attractions and RV’s and RV Accessories both made the top 10%, highlighting strong returns for advertisers who reached adventure-minded audiences. Meanwhile, Transportation Services (led by rideshare) ranked first among subverticals for both average ROAS and conversion rate, showing that consumers were actively on the move throughout Q1 — whether for daily commutes, work travel, or vacation.

Taken together, these findings reinforce what our research on Wave Season already established: travel-hungry consumers aren’t done spending at the end of Q4, they’re planning ahead for future vacations. And advertisers who show up during that planning window stand to benefit.

Q1 Rewards the Brands That Show Up

Q1 2026 proved that the new year is full of opportunity for advertisers willing to show up. Growth held strong quarter-over-quarter, year-over-year, and within the quarter itself. Consumer intent surged across a wide range of categories, and in some cases, Q1 2026 even outperformed Q4 2025. For brands that stayed active after the holiday season, their efforts were rewarded. Consider these learnings a head start on building a Q1 2027 strategy that does the same.