The Holiday Adverts are Coming…

Christmas advertising season set to move half of Brits to tears.

Advertising Association Christmas Adverts

A third look forward to Christmas adverts more than any film release.

The power of Christmas advertising has only become stronger in the past few years, with a third (33%) of us suggesting we’re just as excited about a premiere of a Christmas advert as they are for any film release.

Advertising Association_Christmas Adverts
Advertising Association_Christmas Adverts

One in six Brits have changed plans to watch the premiere of their favourite Christmas advert.

The increasingly strong relationship between TV and social media also means Christmas adverts now have multi-platform appeal, with Buster the Boxer – John Lewis’ 2016 offering – becoming the most shared advert of all time when it was released in 2016 (it was mentioned more than 30,000 times within two hours of debuting on air), helping to generate more than 20 million views online.

Karen Fraser 

Director, Credos 

“Christmas is a key time for advertisers large and small. In recent years, marketers of businesses using emotive Christmas advertising have won some of the industry’s biggest awards. Businesses delivering advertising with emotional resonance can be rewarded with powerful, long-term effects into the new year and beyond.

The Christmas season is a time when we see many of the very best, big-budget advertisements appearing in our media. As we forecast a record spend from advertisers, many people now see the official start of Christmas as when we hear or see a particular advertisement.”

Karen Fraser, Advertising Association

About the research 

The research for The Advertising Association was carried out online by Opinion Matters between 13/10/2017 and 17/10/2017 amongst a panel resulting in 1123 respondents, UK adults. All research conducted adheres to the MRS Codes of Conduct (2010) in the UK and ICC/ESOMAR World Research Guidelines. Opinion Matters is registered with the Information Commissioner’s Office and is fully compliant with the Data Protection Act (1998).

Ad-land news

Get involved. 

Whether you’re interested in getting into advertising, joining the Advertising Association community, or becoming a member.