Amazon takes UK Xmas ad crown
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Editor
| 14 January 2019

Following the release of its Christmas advertising campaign, which kicked off sooner than other UK projects, ecommerce retailer Amazon has topped the 4C Insights UK Monthly TV Ad Rankings for December 2018.

Amazon, which also kicked off its Christmas sales early, unveiled a 90-second festive advert starring its delivery boxes singing Can You Feel It? by Jackson 5. It was shown for 2,995 minutes during the month on 6,286 spots.

Argos claimed once again second place following its Christmas Fool ad campaign, another early bird in the Christmas ad campaigns. The retailer’s ad aired for 2,658 and actually claimed more sports than Amazon with 6,530. In an attempt to compete against Amazon, Argos focused on emotionally chiming shoppers instead of challenging on price. The spot highlighted the retailer’s delivery options and range of products with a bit of a human touch.

Looking at the lift gained from social media, the UK’s supermarkets led the way take the top five takings following very successful Christmas ad campaigns. Morrisons won first place with its Christmas, Morrisons Makes It spot, ending with a boy asking his mum about wishes being fulfilled. On the quest for becoming more relevant for more customers, the supermarket released a second spot outlining its catering to customers with food allergies and specific dietary requirements.

Mobile network providers Vodafone and EE took second and third place respectively in 4C Insights analysis. Vodafone’s festive ad was the latest instalment in the on-screen love story featuring brand ambassador Martin Freeman and his girlfriend Clare. Tapping into last-minute Christmas shopping, the spot praises Vodafone’s enhanced 4G network.