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- Kantar research into 2020’s festive campaigns shows there are many ways to crack the Christmas ad effectiveness nut

- Amazon puts COVID at the heart of its campaign and takes positive action on diversity to lift the nation’s spirits

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...

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