This holiday season, advertisers in the UK are expected to set a new record with £10.5 billion spent on Christmas advertising.
- The predicted expenditure marks a significant 7.8% increase compared to last year.
- Online advertising channels are seeing the most growth, particularly social media which is up by 15.8%.
- There is a notable rise in consumer excitement for Christmas ads, with surveys showing increasing positive sentiment.
- Industry experts highlight the importance of Christmas campaigns for brand visibility and customer loyalty.
The festive season in 2024 is gearing up to break records with an anticipated £10.5 billion spend on Christmas advertising in the UK. This figure represents a substantial 7.8% increase from the previous year’s expenditure, indicating robust growth in the advertising sector. The data, released by the Advertising Association (AA) and WARC, points to a flourishing landscape for holiday advertising.
A major driver for this growth is the rise in online media channels. Online display advertising, which includes social media platforms, is predicted to grow by a remarkable 15.8%. Likewise, online radio advertising is set to increase by 8.8%, and broadcaster video on demand (BVOD) by 7.8%. Additionally, traditional platforms such as Out of Home media and cinema are also experiencing a resurgence, growing by 8.1% and 5.1%, respectively, as they capitalize on new film releases like Paddington in Peru, Wicked, and Gladiator 2.
The latter part of the year is crucial for businesses as they compete for consumer attention. Matt Bourn, Director of Communications at the Advertising Association, emphasizes the strategic importance of these investments, which not only aim for immediate growth but also support employment across the country. Bourn states, “The investment we see here in this Christmas advertising spend is an investment in growth which supports jobs up and down the country.”
Research from Kantar aligns with these sentiments, indicating that the audience’s positive reception of Christmas advertisements is at an all-time high. Currently, 59% of people express a love for Christmas TV ads, a rise from 51% in the previous year, and 56% are eagerly anticipating this year’s ad campaigns. The festive spirit is bolstered by creative storytelling, music, humor, and celebrity appearances, creating memorable experiences that resonate well with audiences.
John Lewis remains a standout in anticipation for holiday campaigns, with one in four people eager to see their ads. According to Lynne Deason, Head of Creative Excellence at Kantar, last year’s humorous approaches in advertising set a new standard for engagement. “Gone are the days when all brands try to beat John Lewis at their own game with an emotional rollercoaster,” Deason explains, highlighting the diverse creative strategies now in play.
James McDonald, Director of Data, Intelligence & Forecasting at WARC, notes the significance of well-designed Christmas campaigns in enhancing brand recall and loyalty. He points out that the increased spending anticipates an upswing in sales outcomes, as brands vie for consumer engagement beyond the holiday season. The projected £760 million surge in this year’s advertising expenditure stands as a testament to the sector’s optimistic outlook and resilience.
Overall, the heightened investment in Christmas advertising underscores its vital role in the marketing calendar, reflecting brands’ commitment to leveraging this period for both economic and emotional returns.
The anticipated record-setting Christmas advertising spend reflects the sector’s growth and growing consumer anticipation, positioning brands for a successful holiday season.
