A record £9.5 billion is set to be spent on advertising this Christmas season, representing an almost 4.8% increase from last year’s £9 billion spend.
BVOD leads the way with a 20.2% increase, according to the research by the Advertising Association, whilst OOH advertising and online display advertising showed 10.3% growth and 9.1% growth respectively.
The internet is also an important platform for advertisers, with four out of every five pounds spent on online advertising, while television advertising remains potent with a predicted £1.5 billion spent on television during the golden quarter (despite some citing economic challenges).
Many of the UK’s largest brands, the likes of John Lewis, Boots and Tesco have released or are set to release stand out blockbuster advertisements.
Sainsbury’s has scooped up 80s legend Rick Astley in its Christmas advertisement, whilst Asda has Christmas staple Michael Bublé starring in its campaign.
Further findings from the research revealed that nearly half (48%) of all adults credit Christmas advertisements with helping to spark gift ideas, whilst 70% of young adults (25 – 34) find them to be a mood booster.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
“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,” said Advertising Association commercial director Sharon Lloyd Barnes.
She continued: “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”
Advertising Association communications director Matt Bourn added that “the ads you will see this year will be among top contenders for some of the best ads worldwide, going onto win awards and reinforcing the UK’s position as a global hub for advertising, creativity and storytelling”.
