Christmas is around the corner. And with it comes a time when not only children’s eyes shine, but more often than on normal days, also TV screens.
Traditionally, Christmas breaks viewing records and Christmas Eve fairy tales are often the most watched programme of the year. Domestic TV stations’ Christmas programming hit the screens of more than 6 million viewers over the age of 15 on Christmas Eve in 2023 , with more than half of viewers in the 4+ target group sitting in front of a TV screen in the evening after 8pm.
GroupM’s “Czech Christmas “project found that the answer to the question “What wouldn’t a Czech Christmas be the same without?” is for 80% of the population to watch fairy tales and Christmas movies on TV. And even young target groups declare that what they like about Christmas is Christmas-themed movies and fairy tales.
Watching TV together still plays a very important role in the Christmas holidays, or even New Year’s Eve or New Year’s Day. It’s a time when TV commercials, more than ever, are bursting with images of family comfort and playing on the strings of nostalgia, kindness and goodness. Christmas advertising campaigns pay off for brands. They boost year-end sales and help to achieve the desired sales targets and bring the year to a successful close.
You could even say that Christmas advertising campaigns are an advertising genre in their own right. Why are Christmas-themed ads popular with advertisers and viewers alike, and which ones have become global icons? What do consumers expect from Christmas this year, what emotional tuning do they prefer ? And why are emotions important in advertising? How to work with the emotional line to make an ad stand out from the crowd ? A long read about Christmas ads can be found here. Don’t forget to check out Sytem1’s article on the five “golden themes” of Christmas advertising.
Don’t forget to check out our ScreenVoice Originals series THE BEST IN CHRISTMAS ADS, where you’ll learn the golden rules of Christmas advertising, as well as which ads are the most touching, which are the most catty, and read about those that rely on characters with unconventional heroes. A selection of articles with a Christmas theme and on the topic of emotions in advertising are also featured in the selection below.
PREVIOUS THEMES OF THE MONTH
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ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH
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FILM ANNIVERSARY: AUDIENCES WANT TO LIVE AS FRIENDS OR THE ADVERTISING POWER OF THE SITCOM
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THE WORLD OF EFFECTIVE CHRISTMAS ADS BY JON EVANS
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TOP-PERFORMING TV ADS OFFER BRIGHT COLORS, CREATIVITY, COMEDY, ACCORDING TO EDO REPORT
15. 8. 2024TV advertising analytics and measurement firm EDO has released its rankings of the most effective TV ads across 15 industries for the first half of 2024, offering valuable insights into what drives consumer engagement. Newcomers are making waves. Magic Spoon’s “Tastiest Revolution” ad outperformed the Food and Beverage average by 1,633%, proving innovative creative allows… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
ART IN ADVERTISING: A FEW TONES CAN CHANGE EVERYTHING. CLASSICAL MUSIC IS A TIME-PROVEN CHOICE
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THE INFLUENCE OF MEDIA PSYCHOLOGY ON ADVERTISING
31. 7. 2024Advertising has long been influenced by the principles of psychology. With the application of the discipline of media psychology, this influence has deepened and become more nuanced. Media psychology focuses on understanding how media and communication technologies impact human behavior, identity and societal dynamics. In the context of advertising, it provides critical insights into how… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
HOW TRAVEL AND TOURISM BRANDS ENSURE CAMPAIGN EFFECTIVENESS
29. 7. 2024As part of The Drum’s Travel & Tourism Focus, we use insights from marketing data and analytics company Kantar to show how brands from the likes of Air New Zealand and Disney are standing out in a saturated market. In the highly competitive landscape of travel and tourism, brands are constantly seeking innovative ways to… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
TOP ADS HAVE DISTINCT EMOTIONAL TRAITS
19. 7. 2024Ads from top-performing campaigns typically have a distinct emotional profile, according to new research by DAIVID, the creative effectiveness measurement platform, and WARC. Ian Forrester, the CEO of DAIVID, revealed the findings of this analysis in a session on the Creative Impact track at the Cannes Lions International Festival of Creativity. “Emotions are the key… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
THE GREENPRINT USA WEBINAR: SUSTAINABLE ADVERTISING ALONE WILL NOT CONVINCE CONSUMERS. ADVERTISERS NEED TO FOCUS ON SIX KEY POINTS.
14. 7. 2024Sustainability is a topic that resonates around the world. The media industry is no exception. Modern consumers are increasingly aware of environmental issues and tend to prefer brands that commit to sustainable practices. Advertisements that emphasise sustainability can engage these consumers and increase their brand loyalty. On the other hand, ads can also serve as… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
HOW GEN AI IS USING EMOTIONS TO DRAMATICALLY CHANGE CTV AD EFFECTIVENESS
9. 5. 2024Like consumers across the board, viewers of connected TV (CTV) increasingly expect deeper personalization in the ads they see. In fact, recent studies have found that audiences pay nearly four times more attention to CTV ads that are relevant to the content they’re watching. One way brands and publishers can achieve the customization viewers are… Continue reading THEME OF THE MONTH: EMOTIONS IN ADVERTISING
