The festive season’s encroaching arrival means one thing: it’s time to sit on the sofa and sink your teeth into a veritable glut of Christmas adverts. Think of it as the advertising industry’s approximation of a selection box — there’s something for everyone.
From Aldi to Waitrose, every brand worth its salt will be rolling out this year’s Christmas campaign quicker than you can say “Maybe not turkey next year, please?”
Not every ad goes down well. This year has seen British beauty retailer and pharmacy Boots take flak for an allegedly “woke” campaign.
With that in mind, we turned to CintSnap – a way to survey individuals and understand opinions quickly – polling approximately 300 people in the UK to get an idea of what Brits want out of Christmas ads.
Just hear those sleigh bells jingling…
TV ad breaks remain the primary means by which Cint respondents see adverts, accounting for just under two thirds (64%) of Brits who took part in the survey.
Online video services reliant on advertising like YouTube are gaining ground — 14% of respondents say that this is where they’re most likely to see adverts — but it’s clear that for big campaigns, television is still king.
When it comes to understanding what makes an advert a cracker, one thing in particular stands out to our respondents: 42% say that the choice of song is the crucial factor in determining the memorability of a specific advert.
Humor is important for 22% of respondents, while 21% are looking for a feel-good factor when it comes to an advert that lingers in the mind long after Boxing Day sales have wrapped up for the year.
They might have become a staple of the Christmas advert but celebrity cameos — think Hannah Waddingham appearing in 2023’s Marks & Spencer ad, or Rick Astley rocking up in Sainsbury’s offering from last year — aren’t appealing to Cint respondents in the UK. Just 3% of people taking part in the survey think that using a famous face to front a campaign makes it memorable.
Battle of the brands
If there’s one retailer that seems to really get what people want at this time of year, it’s John Lewis. Their Christmas ad is now as much a part of British life during the holiday season as sprouts, bucks fizz, and falling asleep in front of the Eastenders special.
Last year the retailer paired Italian opera singer Andrea Bocelli with an animated Venus flytrap named Snapper for an advert that proved slightly more divisive than previous campaigns.
Still, that’s not put our survey-takers off. A whopping 70% of respondents say they’ll make a point of watching the retailer’s 2024 offering.
Asked about which Christmas advert they’re most looking forward to, John Lewis came out on top, getting the nod from just under half (42%) of those surveyed.
M&S (12%), Aldi (10%) and Sainsbury’s (10%) annual campaigns also appeal to Cint respondents. And while they might have sewn your Christmas up as a kid thanks to their laminated book of dreams, only 1% of surveyed respondents said that the Argos ad is their most anticipated spot of the festive season.
It all adds up
What really matters — to the brands — is converting viewers into consumers. Looking at that metric, how successful are Christmas ads?
According to our survey, the ad agencies can pat themselves on the back and ask the bosses for a bonus at this year’s office party.
60% of those polled are likely or highly likely to make a purchase as a result of seeing an advert for the product, brand, or retailer during the festive period.
Similarly, enjoying an ad — or at least resonating with it as a viewer — can alter people’s ideas of a brand for the better. Three quarters of respondents noted that a good Christmas ad has a positive or very positive impact on their perception of the company selling to them.
Conclusion
The majority of respondents (73%) reported that they’re excited or very excited for Christmas this year. That sense of goodwill might stem from the thought of a few days off work, the prospect of spending quality time with loved ones, or even the possibility of receiving a really nice pair of socks on the big day.
Alternatively, it’s just as conceivable that ads are the biggest draw of all.
Will you be trying to watch as many Christmas commercials as possible this year? Or do you try to keep any holiday-related excitement away from the screen?
Join the conversation on our LinkedIn page.
Methodology
A ‘CintSnap’ is a snapshot into the minds of general consumers. The data featured was pulled using the Cint platform and leverages Cint’s programmatic research tech. A census demographic of approximately 300 people in the United Kingdom were surveyed for each question within a 3 hour window on November 5, 2024.
Cint’s research technology helps our customers to post questions and get answers from real people, in real time – and to use these insights to build business strategies, publish research, and accurately measure the impact of advertising efforts. Find out more here.
