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What prompts us to share our thoughts about TV ads on social media; which ads generate the most positive emotional responses and why? We used the hype around the Christmas ‘16 adverts of UK retailers to take a look at the types of TV ads that win (and lose) on social and what resonates most with viewers.

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M&S Amazon Aldi

Tesco Lidl Boots

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M&S Amazon Aldi

Tesco Lidl Boots

WINNING % Positive Reaction Most Well Received

LOSING % Negative Reaction Least Well Received

Average POSITIVE

reaction across all Retailers

Average NEGATIVE

reaction across all Retailers

Which TV Ads Win on Social?

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Inevitably, any conversation about Christmas TV ads starts with John Lewis – arguably the benchmark for the success of any Christmas ad campaign and in our analysis it was frequently referred to as a comparison for others.

John Lewis generated the highest volume of commentary overall, but was not the winner in our research from Christmas ’16, with the likes of M&S and Aldi receiving a higher positive response overall and many expressing disappointment in John Lewis for ruining the “magic of Christmas”.

POSITIVE NEUTRAL NEGATIVE

Praise

Delight

Endearment

Anticipation

Humour

Surprise

Indifference

No Emotion

Bewilderment

Disappointment

Sarcasm

Annoyance

Disgust

Anger

Hatred

But we didn’t stop at positive/neutral/negative; to really understand the conversations we added advanced sentiments to every single post analysed (8,500 in total), and then added topics to reveal which elements of the campaign these emotional responses were directed at.

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“I think every single Christmas advert is better than the John Lewis one”

“The Marks and Spencer’s Christmas ad is 100 times better than the John Lewis one this year!”

“@johnlewisretail Surely Father Christmas should have built the trampoline. #ruinthemagic”

“Disappointed with @johnlewisretail xmas ad this year..parents putting out presents, not very Christmassy for the kids?! #boo”

John Lewis | Ratio of Top 2 Emotional Reactions

However – it wasn’t all bad news for John Lewis with the majority of responses (59%) being positive overall, mainly offering praise for the campaign.

47%

21%

32% Praise

Other

Disappointment 59%

Here’s a quick reminder of the John Lewis Christmas ad:

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The top spot for disappointment went to Boots (33%), with the commentary evolving into an online debate around gender equality.

Here’s a quick reminder of the Boots Christmas ad:

“Boots new Christmas advert forgets two things: 1) women police officers, 2) men working Christmas day #disgrace #boots #police #thinblueline”

“Just seen the “inspirational women” boots advert , Never felt so undervalued! #BootsChristmas”

“@BootsHelp @BootsUK I look forward to the next advert which will show men being pampered in recognition of the sacrifices they make at Xmas”

“@BootsUK is it just females that work over the festive season? Your latest advert is sexist!!!”

Boots | Ratio of Top 2 Emotional Reactions

18%

33%

49%

Praise

Other

Disappointment

The majority of sentiment toward Boots was negative (58%) - with over half of those negative comments expressing disappointment.

58%

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And as for our winning ad with the highest positive response at a whopping 93%, M&S managed to trigger the feel good factor via a more subtle “Girl Power” angle, with Mrs Claus widely celebrated on social media. In fact the mascots were often the heroes of the campaigns, many owning their own hashtags.

Here’s a quick reminder of the M&S Christmas ad:

“#behindeverygreatman...love this @marksandspencer & can’t wait for my first #M&S #mincepie of 2016”

“I really enjoy seeing the M&S advert! It makes me feel all christmassy! It really made an impact on me compared to John Lewis’ #christmas”

“Oh...my....days. @marksandspencer absolute winner #ChristmasTVAdvert #GirlPower #lovemrsclaus”

M&S | Ratio of Top 2 Emotional Reactions

63%15%

22%

Praise

Other

Delight

With a staggering 92% of commentary being positive, M&S won the hearts of the nation on social with the loveable Mrs Claus

92%

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So the stakes are high for for 2017 – will John Lewis stage a comeback or will the underdogs continue to move up the ranks and claim the top spot in the nation’s heart this Christmas?

✔ Klood Radar empowered an agency to take an innovative methodology and shift away from a more traditional research approach on this project

✔ This time and cost efficient approach by-passed the lengthy and sometimes challenging recruitment process, fieldwork and interviews that rely on consumer recollection and reflection

✔ The research focused on real-time, “in the moment” feedback, providing insights from a huge, diverse audience across the open social web – the world’s largest focus group

✔ Creative teams can use spontaneous consumer feedback to inform future campaigns by understanding what made the various brands winners and losers in 2016

✔ End clients can receive this data in time series format and integrate with owned customer information such as transactional data to gain a more holistic overview of indications as to whether these major campaigns are impacting on footfall and ROI

Benefits

MMRI partnered with ABA Research to undertake this analysis as part of their Christmas Unwrapped campaign.

The research was conducted using Klood Radar – collecting and coding real-time data from multiple online sources.

Get in touch today to find out how we can help you add value to your client offering.

info@mmrinternational.com (+44) 800 023 6268

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