UK retailers feed off public affection for festive ads

Christmas ads have become a cultural phenomenon in Britain, captivating audiences and driving economic growth

THEY come with big budgets, are wrapped in sentimentality and boost company revenues — Britain’s latest installment of eagerly awaited Christmas television advertisements has a nation tuned in.
Known for talking about the weather 12 months a year, Britons will begin sharing thoughts on the latest festive commercials as soon as they hit screens, usually once the Halloween pumpkins are discarded.
“It’s the time of year when media budgets swell, and creative teams pull out all the stops to deliver memorable messaging that resonates,” noted James McDonald, director of data, intelligence & forecasting at marketing strategists WARC. Companies are to spend a record £10.5 billion ($13.3 billion) on mostly online UK promotion of products during the present Christmas season, according to data from WARC and the Advertising Association, a British trade body. “Brands know that a well-crafted Christmas campaign can boost salience, anchor loyalty and drive impressive sales results,” McDonald added.
Tesco’s 2024 Christmas ad transforms people, animals, and buildings into gingerbread, blending nostalgia, family grief, and festive joy. The campaign supports food charities, with sales from gingerbread items contributing to these efforts. Tesco reported an 8.1 per cent increase in UK sales during its third-quarter and Christmas period, reaching £16.8 billion. Richard Lim, CEO of Retail Economics, highlighted the complexity of measuring ad ROI but noted that flagship campaigns effectively leverage multiple platforms. — AFP

Source- The Global New Light of Myanmar