Advertisers – like many consumers – might be watching every penny but they are set to splash out a record £9.5bn during the Christmas season in an effort to get Brits to also spend, spend, spend.
That is according to new data released by the Advertising Association and WARC, which reveals a 4.8% increase from last year’s record spend of £9bn and, according to the ad industry trade body, demonstrates the continued importance of advertising to the economy during the festive period.
Further research conducted by the AA for this year’s Christmas advertising season reveals nearly half (48%) of all adults credit Christmas ads with helping to spark gift ideas, while 70% of young adults (25-34) find Christmas ads to be the ultimate festive mood booster.
Notable trends in advertising spend for the festive season include year-on-year growth in a series of media channels. Broadcast video on demand (BVOD) leads the way, with a 20.2% increase, while out-of-home advertising and online display follow closely with 10.3% and 9.1% growth, respectively.
The Internet continues to be an important platform for advertisers, with four out of five pounds now spent on online advertising. TV advertising remains significant, with a predicted spend of £1.5bn during the so-called “golden quarter”.
This year’s festive TV ads first launched last week, following a well-established pattern between advertisers, agencies, and media owners.
AA commercial director Sharon Lloyd Barnes said: “Christmas advertising is an integral part of the festive season. From offering gift ideas to inspiring holiday cheer, the annual display of brand creativity consistently entertains and warms hearts.
“One of advertising’s major roles is to help people choose between products and services. Whether it’s an outdoor ad for a local Christmas fair, or a big budget campaign for a high street brand, advertising is there to help people know about the options available to them.”
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