It's that time of the year when retailers battle it out for the best Christmas advert of the season. We partnered with audience platform Lucid to test the emotional response of over 3,300 people in the UK, watching 55 videos during a week, mid November 2017.
|1||Coca-Cola||Gogglebox...Holidays Are Coming||96||10|
|2||Vodafone||A Christmas Love Story||95||10|
|3||McDonalds||Carrot stick Christmas||93||9|
|4||M&S||Paddington and the Christmas visitor||85||9|
|5=6||Currys PC World||Merry Techmas||84||8|
|9=10||Pandora||Do get what you wish for||80||8|
|9=10||Tesco||Turkey, every which way||80||8|
Romance was another, being featured in four out of the top ten, H. Samuel, Heathrow and Pandora joined Vodafone in trying to capture people’s hearts. Further down the list of the 55 videos, lower-performing ads had a more rational approach with more attention given to products than narrative. Unwrap other findings by downloading our study.