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A large helping of nostalgia, a touch of escapism and a pinch of humour are among the winning ingredients for Christmas ads in 2020, according to Kantar’s annual research into which festive TV advertising campaigns work best with UK viewers.
Kantar, the world’s leading data, insights and consulting firm, researched 20 ads with more than 3,000 UK consumers using LinkNow, which evaluates people’s reactions against key dimensions of creative and effective advertising. Affectiva’s AI facial coding technology also captured emotions...