Christmas is coming – and more UK consumers are anticipating the adverts

Advertising expenditure during this Christmas season is expected to come close to £6 billion, according to research by the Advertising Association.

The increase marks a 37% jump in year-on-year ad spend.

The survey among 1123 UK respondents carried out by Opinion Matters for the Advertising Association aimed to uncover consumer attitudes towards Christmas ads.

Just 47% of respondents said they had been moved to tears by a Christmas ad, despite the festive period generally being considered an emotional time of the year.

Overall though, Christmas ads are now more highly anticipated than they used to be with 33% of respondents admitting that they were as excited about such an ad as they were about a film release.

Karen Fraser the Director at Credos explains:

“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.”

Given the closer connection between TV and social media has also led to an increase in multi-platform appeal for ads such as John Lewis’ 2016 Christmas commercial. It was the most shared ad of all time in 2016 with 30,000 social media mentions within two hours of airing. This drove 20 million views for the ad online.

Fraser adds:

“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.”