November 2014
Featured in this insight: Consumer goods & FMCG , Culture, heritage & leisure, IT & telecommunications, Media & publishing, Retail
Christmas adverts are most viewed online, survey finds: Christmas adverts are now viewed first online rather than on TV, a survey by Netmums has shown. The annual Christmas Advertising Report has revealed that 2 in 5 (40%) mums first watched this year’s seasonal adverts online, as opposed to 14% who watched them on TV.
The survey of 2,000 mothers found an increase of 33% in online Christmas advert viewing, since 2012.
Of the respondents, over 3 in 10 (36%) claimed to have re-watched Christmas adverts on video websites such as YouTube. As well as this, 4 in 10 (41%) admitted to posting about adverts on social media.
It was found in the study that 59% of parents’ favourite advert was retailer, john Lewis' Monty the Penguin. Compared to last year, it was favoured considerably more as the store’s 2013 Bear and Hare advert only received 31% of family’s votes.
Second in this year’s Christmas advert survey was Marks & Spencer’s ‘Two Fairies’ ad campaign, which received 15% of votes.
The top rated Christmas adverts are:
- John Lewis
- M&S
- Sainsbury’s
- Aldi
- Lidl
- Boots
- Argos
- Debenhams
- Waitrose
- Tesco
- Asda
