Christmas campaigns: How much do companies make from festive ads?

November 29, 2023
2 Min Read

Christmas is once again nearly upon us and it’s going to be costly for companies digging into their advertising budgets with UK firms set to spend roughly £9.5 billion (around €10.9bn) on festive marketing.

That’s according to recent figures from the Advertising Association (AA) and the World Advertising Research Center (WARC), which noted this number is up 4.8% compared to last year’s record spend of £9 billion.

Jamie Peate, who is global head of retail effectiveness at supermarket giant Aldi, told Euronews Business that the Christmas period is the “golden quarter” for businesses, meaning it’s worth spending money on festive campaigns.

Throughout 2022, Germany saw the largest decline in linear viewing figures (-19.3 minutes), and in the UK, Sweden, and the Netherlands, less than half of viewing time is now linear.

In response to this shift, investment in digital advertising is growing.

Compared to last year, the AA said companies are set to spend 20.2% more on broadcast video on demand campaigns, and advertisers now spend four out of five pounds on online advertising.

In the US and the UK, Christmas TV adverts seem to attract more public attention than in a number of European countries, but there is still no shortage of festive creativity.

At Euronews, we’ve come up with some of our favourites to leave you with below.

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