Furniture company dfs’s adverts dominated British TV screens this Christmas and New Year, according to TVTY the moment marketing company. The analysis of over 80,000 TV spots on 24 – 25 December and 31 December – 1 January revealed dfs invested in more than 1,200 spots over Christmas Eve and Christmas Day and a further 900 messages were broadcast across New Year’s Eve and Day, totalling 2,159.
Currys PC World and Oak Furniture Land battled for second spot with Currys winning out on Christmas and Oak Furniture Land ranking second during New Year.
The most prolific TV advertisers during Christmas were furniture retailers and supermarkets. However, dominant brands during New Year included price comparison site Confused.com and holiday providers such as Thomas Cook. Christmas savings company Park also tried to capitalise on people organising their finances on New Year’s day and snuck into the top 20 with more than 176 spots across the two days.
With sales starting earlier each year, brands are vying to make a big impact sooner rather than later. The overall number of spots are similar – 38,363 over Christmas compared to 41,812 across New Year – but the top 20 advertisers bought 20% more spots over Christmas than for New Year.1
Antoine de Kermel, MD EMEA TVTY, commented, “With millions of UK families relaxing together in front of the telly during the festive period, it’s no wonder brands invest big in TV at this time of year. Increasingly, retailers are putting more spend behind Christmas airtime than New Year, reflecting the fact “January” sales are going live earlier each year.”
“To make the most of TV budgets, the savviest brands maximised their spending by implementing moment marketing campaigns. This year, we expect the number of brands launching moment marketing campaigns to soar as marketers look to optimise their TV advertising budget. This means launching digital advertising in the precise moments TV spots air, capitalising on the moments of heightened consumer interest.”
TVTY used its real-time TV monitoring to analyse the TV advertising between Christmas Eve and Christmas Day and New Year’s Eve and New Year’s Day.
Chart: Top 20 Advertisers by Volume of Ad Spots