The industry’s most complete view of campaign effectiveness


In our ninth year of Christmas TV ad research, we have continued to delve into the secrets of crafting unforgettable Christmas ads while uncovering the factors that drive ad effectiveness and positive long-term brand growth. 

We asked 3,750 UK consumers to share their thoughts on festive ads a veritable feast of opinions on holiday cheer and advertising flair. We compared their insights to the world's largest advertising database, a treasured collection of advertising wisdom. The goal? To uncover the secret ingredients that make Christmas ads truly shine: impact, enjoyment, and differentiation. Think of it as a festive quest to discover the magic formula for creating ads that capture the hearts and minds of the nation during the golden quarter.

This year, we've harnessed the power of LINK+ and BrandDynamics on Kantar Marketplace to put 2023’s Christmas ads to the test, building the industry’s most comprehensive view of creative, brand and campaign effectiveness.

Follow #KantarChristmasAds on LinkedIn for more of our festive advertising analysis.

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Go beyond the results

Delve deeper into the world of festive advertising.   

We joined forces with Campaign Magazine to bring together ad agency experts, including senior leaders from BBD Perfect Storm, The Gate, Creature London and more. Together they unpicked how this year's Christmas ads are landing with the public. Expect heaps of expert knowledge, cracking insights, Kantar intelligence and wonderfully festive attire.

Our Unwrapping Effectiveness LinkedIn Live saw Kantar's Head of Creative Excellence, Lynne Deason, welcome guests from Cadbury, Amazon and VCCP to the sofa to reveal this year's results. As well as sharing the 2023 Christmas ad rankings, they heard from real people about why they loved this year's ads and sprinkled their expert knowledge on top, giving a comprehensive view on what makes good advertising. 

Watch this year's ads here

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The stars of Christmas ads

Kantar has been testing festive ads for nine magical years, surveying more than 30,000 UK and Ireland consumers. Joining forces with Affectiva, Kantar's team of merry elves wielded the magic of facial coding to unravel the secrets of each ad's ability to evoke emotions and capture the essence of Christmas.

Watch our webinar with last year's winner



years of Christmas ad testing experience


ads tested in the world's largest advertising database


consumers surveyed and millions of emotions analysed

As seen in the press

Discover the best ads from Christmases past...

The Best Christmas Ads 2022 

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The Stars of 2021 UK Christmas Advertising

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