The industry’s most complete view of campaign effectiveness

In our ninth year of Christmas TV ad research, we have continued to delve into the secrets of crafting unforgettable Christmas ads while uncovering the factors that drive ad effectiveness and positive long-term brand growth. 

We asked 3,750 UK consumers to share their thoughts on festive ads a veritable feast of opinions on holiday cheer and advertising flair. We compared their insights to the world's largest advertising database, a treasured collection of advertising wisdom. The goal? To uncover the secret ingredients that make Christmas ads truly shine: impact, enjoyment, and differentiation. Think of it as a festive quest to discover the magic formula for creating ads that capture the hearts and minds of the nation during the golden quarter.

This year, we've harnessed the power of LINK+ and BrandDynamics on Kantar Marketplace to put 2023’s Christmas ads to the test, building the industry’s most comprehensive view of creative, brand and campaign effectiveness.

Follow #KantarChristmasAds on LinkedIn for more of our festive advertising analysis.

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The stars of Christmas ads

Kantar has been testing festive ads for nine magical years, surveying more than 30,000 UK and Ireland consumers. Joining forces with Affectiva, Kantar's team of merry elves wielded the magic of facial coding to unravel the secrets of each ad's ability to evoke emotions and capture the essence of Christmas.

Watch our webinar with last year's winner