Optimistic emotions in the direction of Christmas advertisements are the very best since measurement started following a robust displaying final 12 months, in keeping with new information from Kantar. Fifty 9 per cent of individuals say they ‘love’ Christmas TV advertisements, up from 51% in 2023. Whereas 48% of shoppers final 12 months have been ‘actually trying ahead to seeing Christmas advertisements on TV’, this determine has now lifted to 56%.
Lynne Deason, head of artistic excellence at Kantar, explains: “Advertisers actually raised the bar final 12 months, and the festive fervour we’re seeing now displays that. Individuals have been on the lookout for a dose of humour, and whereas the cracker jokes didn’t at all times land, broadly talking the advertisements did – 32% of individuals now say Christmas advertisements have made them snigger – an enormous leap from 25% final 12 months.”
TV remains to be king of the Christmas advert channels as, throughout all age teams, individuals are most trying ahead to seeing Christmas advertisements on the field. And when folks attain for the distant, one in 4 say it’s John Lewis’ advert that they’re most excited to see.
Deason provides: “Emotive storytelling is absolutely highly effective, and it has helped John Lewis’ advertisements make their mark within the cultural calendar every year. However our survey reveals that constructing on the identical artistic concepts, and in addition freshening them up, is an often-overlooked characteristic of the advertisements which can be most hotly anticipated by the general public. Manufacturers reusing advertisements or growing artistic content material inside an current marketing campaign typically have a head begin over these engaged on fully new concepts. Individuals are extra more likely to discover and take note of these advertisements and bear in mind which model they’re for. After John Lewis, folks have been most enthusiastic about Coca-Cola’s nostalgia and feel-good issue, and the entertaining Kevin the Carrot helped Aldi declare third place.”
‘Christmas spirit’ was the issue chosen by most individuals as having an impression on how positively they felt about an advert, at 53%. However Deason suggests: “Good artistic shouldn’t disappear with the final of the eggnog. We noticed file numbers of individuals this 12 months saying they want promoting all year long was pretty much as good as at Christmas, and there are many traits that individuals get pleasure from about festive advertisements that entrepreneurs can draw on all 12 months spherical – equivalent to humour, memorable music or participating tales.”
Regardless of excessive ranges of pleasure, two thirds of individuals nonetheless really feel Christmas advertisements ‘seem too early’. Nevertheless, analysis additionally reveals that manufacturers ought to nonetheless work to construct momentum sooner moderately than later.
Deason continues: “It’s sensible for manufacturers to set themselves up for achievement early and we’re seeing extra of it this 12 months, however they should keep away from annoying prospects. Very’s latest advert is themed round shopping for toys as birthday items, so it begins to foster the affiliation between the model and gift-giving early on – earlier than its Christmas advert launches – with out screaming Christmas or forcing it on folks. And because the golden quarter will get underway in opposition to a difficult monetary backdrop, companies must hit the bottom operating to capitalise on the joy they created final 12 months – and keep away from disappointing their keen audiences. The stakes are excessive.”
