The evolution of UK Christmas advertising has taken us from a cosy family sharing gravy to a mega-millions industry. Charlotte Bennett wonders what can we expect this year.
The UK’s Christmas advertising scene has evolved into a highly anticipated annual spectacle, with brands vying for attention through emotionally charged commercials.
Back in the day, the Oxo Family ads featuring a fictional family celebrating Christmas together created a sense of warmth and nostalgia. The ads helped to define the traditional British Christmas for many years.
Increase in spend
Today, the allure of the Christmas season has led to a significant increase in advertising spend. In 2023, a record-breaking £9.5 billion was invested in Christmas advertising, surpassing the previous year’s record of £9 billion. This surge reflects the lucrative nature of the holiday season and its strategic importance for UK advertisers.
To capture a share of this lucrative market, brands have spared no expense in creating captivating Christmas commercials. John Lewis, the higher-end retailer, has pioneered this trend with its annual ads, which have become synonymous with the holiday season. The accompanying songs often achieve chart-topping success, further enhancing the commercials’ impact. Aldi, another notable player, has introduced the beloved “Kevin the Carrot” mascot, sparking a nationwide frenzy and driving store traffic.
The timing of these Christmas ads has also evolved, with top brands now unveiling their commercials around Halloween. This early release aligns with the growing trend of consumers starting their present shopping before December.
The Battle for Consumer Attention
The holiday season is characterised by intensified spending and, consequently, heightened advertising activity. To gauge the effectiveness of these campaigns, YouGov BrandIndex conducted a comprehensive analysis of consumer perceptions during the period from November 1 to December 25, 2023.
Marks & Spencer emerged as the clear leader in terms of ad awareness, with nearly half of Brit (47%) having seen their commercials. This significant lead can be attributed to their strategic holiday season campaigning, which helped them overcome initial challenges in ad awareness compared to Tesco and Aldi.
The Impact on Consideration
While ad awareness is essential, it’s equally important to measure its impact on consumer consideration. Aldi’s consideration score remained relatively stable, while Tesco’s fluctuated slightly. However, Marks & Spencer’s Christmas campaign demonstrated remarkable success in this regard. The brand’s substantial gains in ad awareness were accompanied by a significant increase in consideration, indicating that their efforts resonated with consumers.
The UK Christmas advertising landscape has evolved into a highly competitive arena, with brands vying for consumer attention through captivating commercials and strategic campaigns. While ad awareness is crucial, its impact on consideration and ultimately, sales, is equally important. Marks & Spencer’s success in both areas highlights the effectiveness of their approach in leveraging the power of Christmas advertising. As the holiday season looms closer, it will be interesting to see which brand makes the most impact in 2024.
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