Consistency helps Aldi and M&S win consumers’ top Christmas ad accolade, data suggests
Gamification, consistency and online engagement have paid off for brands this Christmas as Aldi and M&S tie for people’s favourite festive ad.
Christmas 2024 has seen brands differ between continuing trusted themes, trialling new ideas and venturing into new channels.
Over six rounds, Ipsos has tracked the performance of 2024’s crop of Christmas ads, measuring recognition, ad empathy and engagement with ads, alongside other indicators.
The last round saw John Lewis take the spot for the favourite Christmas ad that week with its ‘Gifting Hour’ advert, following a close battle between Aldi and M&S.
