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)

Q4 – The golden quarter

Christmas is less than 100 days away and the build-up during the final quarter of the year is referred to as the ‘Golden Quarter’ since it brings in more revenue than the previous three quarters combined. With an expected £22 billion in consumer spending through Q4, businesses need to step up their advertising in order to really get the attention of customers.

Black Friday has become one of the biggest days in the retail calendar for Christmas shopping, with retailers hoping to benefit from increased traffic and sales as well as eager consumers hunting for a bargain.

This year, customers anticipate significant Black Friday and Cyber Monday deals; it has been estimated that 84% are prepared to make a purchase.

The top items people want to cross off their lists this year are electronics, technology, and clothes.

Christmas is definitely the most wonderful time of the year, making it the holiday of all holidays with a considerable share of all annual retail occasions (January Sales, Easter, Summer Holidays, Back to school, Halloween, and Black Friday) with 45%.

Christmas is the most wonderful time of the year, making it the holiday of all holidays. Each year, it has been estimated that 85% of all Brits shop for the Christmas season.

Christmas is a time for spreading love by giving and receiving; despite tough times, 55% of Brits say they will be spending more this year than they did last on gifts. 7 in 10 people stated they are

prioritising spending on gifting.

Source: (Clearchannel, 2023)

Consumers look forward to seeing Christmas adverts this year following the pandemic.

After a very different Christmas in 2020 due to the pandemic, it appears we are ready for the return of festive cheer in advertising.

A third (36%) of people want to see a festive tone in ads this year, followed by a quarter of people (24%) who would like ads to be upbeat or optimistic. A fifth (21%) want ads to be funny, while 17% want Christmas ads in 2021 to be nostalgic. Just 5% of people feel they should be focused on Covid. (Source IPA, Opinium)

Unsurprisingly 52% of UK adults plan to make the most of Christmas this year with 51% hoping to eat out, go shopping and visit attractions this Christmas, rising to 72% among 18- to 24-year-olds. Just under half (45%) of UK adults also plan to see more of friends and family than they normally would.

Meanwhile, the study also shows online grocery delivery services are likely to be more popular among men (26%) than women (15%), with Londoners (35%) and those aged 18 to 34 (39%) most likely to use this kind of service.

If you need any help planning your Christmas marketing campaigns please contact our friendly team [email protected].

The cutest Christmas advert this year only cost £100 to make!

We love this video! Tom Jones, a Welsh shop owner and his two year old son Arthur starred in this heart-warming advert to try and encourage people to shop local.

Hafod Hardware in Rhayader, Powys, has been making festive adverts for several years. This year’s ad sees Arthur setting up the shop along with members of his family.

The family have been overwhelmed by the response and feed back to the advert.

The video has received over 2.4 million views in the first 10 days! Proving you don’t need a big budget to get noticed. It also has a great message to shop local. #BeAKidThisChristmas

If you’d like to create a video advert give us a call on 02921 320 200 or email [email protected]

The 2019 Christmas adverts have started!

We can’t believe it’s that time of year again, but the 2019 Christmas adverts have started. Join us as we look at some of our favourites so far…


One of the first adverts to appear on our screens this year, was Very’s. We think it’s a great start to the Christmas advert season!


For the first time in almost a decade, Argos is putting their paper catalogue at the centre of their Christmas campaign.


The singing boxes are back! This year to the tune of Solomon Burke’s classic track, Everybody Needs Somebody to Love.


Smirnoff have kicked off the party season with their cheeky advert featuring Laverne Cox, here’s to not-so-Silent Nights!


It doesn’t get more festive than Mariah Carey, who finds herself in a tussle for the last bag of Walkers in this ad.


Will Kevin the Carrot defeat the Leafy Blinders?


Featuring the choir from Ysgol Gynradd Gymraeg Llwyncelyn in Porth, Rhondda, Paddy McGuinness and Emma Willis, this advert features some of M&S’ festive offerings.


This is giving us Stormzy-vibes, is there a full-length version of the song? Asking for a friend.


In this (true) tale, we follow the story of Nicholas the Sweep in Victorian London.

John Lewis


The Media Angel’s favourite Christmas adverts

The Christmas advert has evolved from simple beginnings to the million-pound short films released around the festive period. We’ve gone through the archives to find our favourite festive adverts. 

1. John Lewis (2011)

We’re kicking off this list John Lewis’ advert from 2011. It follows a little boy as he waits for Christmas Day to arrive, only for him to rush past his stocking to his present for his parents. It’s heart-warming and sweet, a classic. 

2. Sainbury’s: Christmas is for sharing (2014)

This advert used the famous tale of a Christmas Eve truce on the Western Front to mark the centenary of Word War One. Some said the advert was in poor taste, but we think it showcases the values behind Christmas. 

3. Marks & Spencers: Christmas, with love from Mrs Claus (2016)

This modern twist on Mrs Claus has everything; helicopters, jet-skis, reindeer’s and a lovely storyline featuring a little boy and his tall (and angry) big sister! 

4. Heathrow Airport: Coming Home for Christmas (2016)

Who knew stuffed animals could make you cry? This sweet advert from Heathrow Airport follows two teddy bears as they arrive home. 

5. John Lewis: The Bear and The Hare (2013)

John Lewis must be the true masters of the Christmas advert. With hand-drawn animation and a beautiful soundtrack this is an iconic advert. 

Special Mention (because we can’t get enough of John Lewis)

How banning Iceland’s advert boosted their brand

For many brands, their Christmas advert is the pinnacle of the advertising calendar. If that advert was banned from television it would be sensible to assume it’d be a devastating blow to a brand’s Christmas campaign. However, Iceland have managed to use their advert’s ban to their advantage. 

On November 9th, Iceland tweeted “You won’t see our Christmas advert on TV this year, because it was banned. But we want to share Rang-tan’s story with you… Will you help us share the story?” 

You may have seen their advert before, it was released by Greenpeace a few months ago. But Iceland have used it to highlight their stance on palm oil. 

The advert was blocked by ClearCast for being “overtly political.” An advertising disaster? Not for Iceland. 

Their original tweet has 90,215 re-tweets, 95,206 likes and 5,100 comments. 

It has been shared by James Corden, Stephen Fry, Bill Bailey and Paloma Faith. James Corden’s single tweet was viewed 13 million times. 

The story has been covered by The Guardian, the New York Times and the Telegraph. 

A petition to get ClearCast to reconsider their judgement has over 590,000 signatures

The video of the advert on YouTube has received over 3 million views. Their 2017 advert only drew 97,000 views by comparison.  

People have commented that Iceland knew the ad would be banned but marketing director Neil Hayes has denied this. 

“There’s some compensation is the fact that it’s gained a bit of momentum and people are watching it on social media. But I would still have loved to put it on primetime TV as our main ad,” 

Neil Hayes

What do you think about the advert? 

The countdown has begun!

It’s that time of year when the Christmas advert competition begins to heat up, and here are some of the contestants so far.

Aldi – Kevin the Carrot

2018’s Aldi Christmas advert sees the return of Kevin the Carrot, but this year he’s driving a truck that looks a lot like the iconic Coca-Cola lorry. The advert ends on a cliffhanger (literally), and it looks we’ll have to wait for a second advert will reveal Kevin’s fate. While we think Kevin is a sweet character, the use of the Coca-Cola truck seems as odd choice.
Argos – Christmas Fool

Another brand employing a character for their festive advert is Argos. Their gremlin-like creature causes chaos around the house, until the Argos delivery man shows up and splats him. We can all relate to the carnage the character causes, and Argos’ same-day delivery is definitely appealing!

Amazon – Can you Feel It?

This ad features singing boxes, similar to a style they used earlier in the year. We think the singing boxes don’t feel very festive to us, perhaps because the song isn’t a Christmas classic? What do you think?

Tesco – However you do Christmas

Another brand sticking to a similar style is Tesco with their “Food Love Stories” campaign. It features families saying what Christmas means to them; chocolate, sprouts, staying in, going out etc… Similar to the Amazon advert, we think Tesco could have done more than using a tried and tested style. 

Debenhams – Do a bit of Debenhams

There’s no better feeling than when you’ve really nailed your gift choice! The Debenhams advert taps into this gift-smugness, we really like the results! 

Asda – Bring Christmas Home

Out of the six adverts, we think Asda’s is the most festive! Father Christmas, skiing, trees, food and a festive song – it’s got it all!

The world is still waiting for the arguable ‘King’ of Christmas adverts, John Lewis to release their 2018 offering. Rumours say the release date could be Friday 9th November. We’re waiting! 

Christmas Ads: Which one is your favourite?

Winter is that one time of the year that Christmas ads are anticipated as much or even more than the programme and film line-up. Last year brands, such as Sainsbury’s and John Lewis rivalled in a cinematic emotional battle for the best Christmas ad. This year some brands take a very different turn to the latter, with less ‘sadvertising’, storytelling and more positivity! See some of the top ads making the round up below…

John Lewis Christmas Advert 2015 – #ManOnTheMoon:

Sainsbury’s Christmas Advert 2015 – Mog’s Christmas Calamity:


ASDA Christmas Advert 2015:


Aldi Christmas Advert 2015 – #AldiFavouriteThings


Debenhams Christmas Advert 2015: #foundit:


M&S: Christmas Advert 2015 – #TheArtOfChristmas


House of Fraser Christmas Advert 2015 – #YourRules (ft Grace & G-Eazy)


Boots Christmas TV advert 2015: #DiscoverMore


Waitrose Christmas Advert 2015: What Makes Your Christmas? Christmas Advert 2015 – The Journey

And 2014’s Top TV Christmas Ad is…

Here’s the top 10 Christmas ads for 2014, polled by phone number provider, City Numbers.

More than 1,000 consumers were asked asked about the effect of Christmas branding. 37% surveyed said it made people feel good. Take a good look at the top adverts raising spirits this season…

Marketers, have yourself a very merry stress-free Christmas & New Year!

A joyous time for families, the utmost important month in the retailer’s calendar, that mad panic for last minute shopping, all of which is just under 55 days time! Are you ready marketers?

The festive period can often be a stressful time for consumers, and even a more manic time for those of you are marketers. Your marketing team have the pleasurable task of looking ahead at your marketing budgets for 2015. There may still be time to secure a digital campaign before the tree goes up, but the clock is ticking!

Fear not, The Media Angel can help save you time and money and ease you into the New Year with a helping hand, starting with these top tips:

  1. Get the most out of winter bargains– TV airtime in December and January is an ideal time to advertise and be seen. Just like your furniture and clothing sales, advertising costs are reduced. And TV advertising needn’t be expensive with a target audience in mind.
  2. Be more dog digital – Treat this as your New Year’s resolution. Online advertising has doubled in the last year or so. New and recent platforms, such as ITV Player and social media can offer great packages, little wastage and provide measurable results to better your future campaigns, in a visually stimulating way, this will help your interaction with your customers. Also, make sure you adapt for mobile and tablet devices. Invest in a fast and beautiful website, after all it’s your digital home, your shop window reinvented in the palm of your hands. Let us help you take good care of it.
  3. Plan while you can– Treat your campaign like your upcoming summer holiday. Preparation is key! Media planning ensures your message is in the right place, at the right time. Whether TV, radio, outdoor or print, the best ad space can book up far in advance. Let us help you get ahead of the game and get in touch for media planning expertise and advice on making the best use of your media budget.
  4. Consistency– Show consistency by developing your brand for all media platforms, whether seeing or hearing your message, so people know who you are and what you’re offering.
  5. Be different – If you really want to stand out and get noticed, and create impact then try something different. Some of the best campaigns this year have attracted attention for their individual and simplistic, yet clever concepts- Billboards made of cake, live TV advertisements, and surprisingly good taste in soundtrack, e.g. M&S advert)

Get in touch with The Media Angel to see how we can help you wrap up marketing campaign with a perfect mix for 2015 (without the stress).

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