In terms of “Social Reactions” – reactions, shares, favourites and retweets, John Lewis was top again, with 383.7k, although M&S took second place with 76k, followed by Aldi.
“It would be simple to look purely at the face value of the Google search data to rank the nation’s favourite ad this year, but in this modern age of advertising, looking further into the data opens more chances for analysis into each brand’s advertising mediums of choice to reach their audience,” explained Alexandra Whiteside, Social Media Lead at No Brainer Agency.
“John Lewis has taken this year’s top spot as they ensured their Christmas TV ad was visible across all key video viewing platforms. They are a prime example of a brand that demonstrates the impact of utilising all online channels to spread their Christmas ad far and wide.”
“According to research by social scheduling platform Sprout, the key demographics to use Instagram are an even split of females (48.4%) and males (51.85) between the ages of 25-34, and TikTok users are predominantly female (61%) users over males (39%) aged between 10-19. It can be argued, other than parents, this is Disney’s key target market, but they are hugely missing out on advertising through the channels they engage with the most.
No Brainer also looked at the most searched-for Christmas TV ads based on release dates:
M&S – released on 2nd of November
Tesco – released on 6th of November
Morrisons – released on 7th of November
Aldi – released on 10th of November
Asda – released on 4th of November
Disney – released on 2nd of November
Lidl – released on 12th of November
John Lewis – released on 10th of November
Boots – released on 10th of November
Sainsbury’s – released on 4th of November
“The Google Trends data shows that based on the first seven days after each individual release date, the highest number of searches for each brand’s individual Christmas TV ads included M&S and Tesco,” added Laura Rudd,…
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