Christmas TV advertising

Christmas advertising

A record-breaking £9.5 billion is set to be spent on advertising this Christmas season, almost a 4.8% increase from last year’s £9 billion spend.

The highest-performing media formats for Christmas advertising in 2023 are BVOD increasing by 20.2% and OOH increasing by 22% compared to 2022.

However, Traditional Television advertising remains the top media format in 2023 with a predicted £1.5 billion spent on advertising during this year’s golden quarter

Nearly half (48%) of all adults praise Christmas advertisements for helping to spark gift ideas, whilst 70% of young adults (16-34) find them to be a mood booster.

Public approval of John Lewis 2023 Christmas advert + Christmas 2023 adverts

The most anticipated Christmas advert release each year is John Lewis.

This year John Lewis brought ‘Snapper’ The Venus Fly Trap to our screens, drifting away from the renowned emotional and sentimental adverts we’ve seen in the past.

More than half (55%) of the British public, compared to an astounding 96% last year, said they “love” this year’s John Lewis Christmas advertisement,

‘Snapper’ was ranked just 68% for positive sentiment; However, the strength of that negative coverage boosted social media activity which generated 106m impressions, 3,248 messages, and 17,928 engagements.

Positively speaking, 40% of the population thought this year’s advertisement was “funny,” and not ‘emotional’ making it John Lewis’ funniest Christmas commercial since the 2018 Elton John advert.

Surprisingly, Aldi’s ‘Kevin and The Chocolate Factory’ was a great hit with a range of audiences, providing a score of 93% positive sentiment; the advert gained significant reach with 1,652 messages, 2,773 engagements on X/Twitter, with 17m potential views.

Similarly, this year’s Amazon ad scored correspondingly with 17m impressions and 1,696 messages, but also scored highly on sentiment with 93%.

McDonald’s 2023 Christmas campaign “Fancy a McDonald’s this Christmas” is the brand’s highest-scoring advert with 4.1 stars since its 2017 advert “#Reindeer Ready” which achieved a rating of five stars which only 1% of Christmas ads achieve.

If you want to incorporate TV advertising into your marketing mix, get in touch with us today!

(Source: Marketing Beat, 2023)

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