Christmas adverts grow more popular in 2022

Using its Test Your Ad platform, System1 said that seven adverts have been rated as five stars out of five, the top score on the platform, compared with two in the whole of the 2021 festive period.

The five-star adverts in 2022 so far have been from Aldi, Asda, Boots, Disney, Lego, Lidl, and Marks and Spencer (M&S).

Last year, only Aldi and Coca-Cola were able to reach the five-star mark, and this year’s results were released before a number of major brands, including John Lewis, released their Christmas adverts for the year.

It’s too soon to say which ad will end November on top of the Christmas tree, but there are already some interesting trends.

System1 said that the enjoyment around Christmas adverts this year was so strong that Aldi became the first brand in its research to get a five-star score with just a trailer.

Asda was viewed as a strong early contender for best Christmas advert with its reference to the Christmas film Elf, and M&S reunited the comedy duo French and Saunders for its campaign.

System1 also noted that most advertisers were mostly avoiding the cost-of-living crisis and the winter Fifa World Cup.

Jon Evans, chief customer officer at System1, said: “The bleak economic forecast hasn’t stopped Christmas advertisers – and now we can see it hasn’t stopped the British public from loving Christmas ads.

“There’s been an emphasis on family, nostalgia and special moments which gets the mood just right – even if it’s just for one day, at Christmas people want to feel a bit of joy.”