Data Source: Kantar. Graphics: Data Curator
Whilst they still make us smile more than the average ad, this year’s body of ads is less enjoyable and has less of a feel good factor on average than Christmas ads usually achieve, according to research by Kantar which measured the emotional response of TV viewers to the latest batch of Christmas adverts.
They asked 3,600 UK consumers what they thought about 24 of this year’s Christmas ads. The research reviewed the critical factors that have been proven to determine whether an ad will be effective; exploring whether it earns attention, if it will motivate people to buy in the short term, and whether it evokes responses that will contribute to the brand’s success in the longer term.
Partnering with Affectiva, Kantar also used facial coding to determine the power of the ad to provoke an emotional reaction, and the nature of that emotion moment by moment as people experience the ad.
Aldi’s ‘A Christmas Carrot’ takes the crown as the best Christmas ad of 202, followed by John Lewis, M&S. Celebrations & Morrisons.
Click Here to see the ads.
Aldi, Christmas Ad - Watch HERE
M&S, Percy Pig Comes To Life - Watch HERE
Celebrations, The Lonely Bounty - Watch HERE
John Lewis, The Unexpected Guest - Watch HERE
Morrisons, Farmer Christmas - Watch HERE
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