There are a few traditions we have all become accustomed to in the lead up to Christmas, from Black Friday to the Coca-Cola truck, but the one that generates the most debate in marketing circles now is the Christmas TV ads.
We all have our opinions on the ad we find the funniest, most emotional, most Christmassy, but who REALLY made the best Christmas commercial last year?
Leading Conversion Optimisation agency Endless Gain specialises in using biometrics and psychology to understand human emotions and behaviour, and has apparently discovered the answer.
Garret Cunningham, Chief Operations Officer at Endless Gain said: “We focus on understanding consumers’ emotions when they engage with our customers’ websites. By understanding their emotions, we can then optimise them, reducing negativity and helping our clients be sure the experience consumers have when visiting their website is positive.
“With the ability to measure an individual’s emotional response to stimulus, such as websites, images and videos we thought it would be fun to turn this to the Christmas TV ads and stretch our analytical muscles to see what we can uncover.
For the study, Endless Gain chose six ajor retailers (Asda, Aldi, Argos, John Lewis, Marks and Spencer and very.co.uk) and analysed which ad created the greatest emotional response from the UK public – whether that reaction was positive or negative – and how that influenced their brand recall and preference.
- Who created the most engaging ad
- Was this driven by positive or negative emotions
- Which ad made us feel good for the longest
- Who failed to ignite the hearts of the audience
- Who achieved peak joy
Analysis found that Aldi had the most engaging advert, 30% of the ad’s length the audience registered a significant change in emotions. M&S had the second highest level of emotional arousal (22%), followed by Asda with less than 15%. Regarding memorable ads, Aldi, Asda John Lewis and M&S all rated highly, while Argos and Very failed to make an impression.
The full report can be accessed below.