Data from adtech firm Quantcast has shown that John Lewis’s Christmas ad increased the size of the retailer’s UK addressable audience – the total number of online consumers a message can reach – by 32% last month.
The department store’s ‘The Gifting Hour’ was closely followed by Asda’s Christmas offering ‘The Gnomes of Christmas’ at 27% in Quantcast’s chart. M&S’s Christmas ad placed 3rd after achieving a 26% increase in its addressable audience.
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Quantcast CMO Amit Kotecha, says: “For many, the festive season truly begins when the John Lewis Christmas advert hits our screens. Our data reveals that the anticipation and investment behind these campaigns have undeniably paid off. The 2024 advert, the most successful yet, solidifies the brand’s influence in defining the moment the holiday spirit officially arrives.”
Rounding out the top ten are Morrisons (23%), Iceland (21%), Tesco (19%), Waitrose (19%), Aldi (18%), Sainsbury’s (17%) and Lidl with a 15% increase.
Data from the Advertising Association and WARC estimated ad spending will reach £10.5bn this festive season and Quantcast suggested supermarkets should be pleased with these results.
He added: “With just two weeks until Christmas, there’s still an opportunity for retailers to boost visibility and awareness for their brands. It will be interesting to see if any major brands choose to ramp up spending in specific
