John Lewis wins Christmas ad of the year crown again

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John Lewis Christmas

John Lewis has once again taken the top spot as YouTube’s Christmas advert of the year, beating runner-up Sainsbury’s by more than six million views.

The department store’s much-hyped advert, which stars Elton John, was YouTube’s Christmas ad of the year after it garnered more than 11.7 million views.

Sainsbury’s The Big Night advert, which enlisted the help of The Greatest Showman director Michael Gracey, came in at second with just 4.5 million views.

However, YouTube said its rankings (full list below) were not just determined on how many people have viewed the adverts.

Instead, it used an algorithm that factored in organic and paid views, watch time and audience retention.

This is why Argos’ The Christmas Fool advert was placed third, as its view count of 3.7 million is far less Iceland, whose controversial Rang-tan advert amassed 5.6 million views and was placed fourth.

Supermarkets dominate YouTube’s top 10 for 2018, while online retailers such as Amazon and Very also feature, as well as tech retailer Apple.

Meanwhile, Debenhams was bumped off the list, and Marks & Spencer plummeted from runner-up to eighth place year-on-year.

Rank Title Brand View count Link
1 #EltonJohnLewis 🎹 John Lewis 11,717,690 https://www.youtube.com/watch?v=mNbSgMEZ_Tw
2 The Big Night Sainsbury’s 4,463,476 https://www.youtube.com/watch?v=tvXBbsRU83Q
3 The Christmas Fool Argos 3,739,799 https://www.youtube.com/watch?v=2GYCmwuWBp0
4 Say hello to Rang-tan. #NoPalmOilChristmas Iceland 5,604,042 https://www.youtube.com/watch?v=JdpspllWI2o
5 Find the gift that helps them find their gift Very 3,643,632 https://www.youtube.com/watch?v=U3I39nu2N5M
6 Cadbury Secret Santa Cadbury 3,682,251 https://www.youtube.com/watch?v=fxVxPLFtoNA
7 Kevin the Carrot and the Wicked Parsnip Aldi 2,997,851 https://www.youtube.com/watch?v=69Cg_ez7d1U
8 Must-Haves M&S 1,257,234 https://www.youtube.com/watch?v=7N5289TlEps
9 Share Your Gifts Apple 1,097,892 https://www.youtube.com/watch?v=ftaJiGAt-IE
10 Can You Feel It Amazon 1,121,841 https://www.youtube.com/watch?v=vUNLBv63WmM

The 2017 list:

Rank Title Brand Link
1 #MozTheMonster John Lewis https://www.youtube.com/watch?v=Jw1Y-zhQURU
2 Paddington & The Christmas Visitor #LoveTheBear M&S https://www.youtube.com/watch?v=KfaSxIkLslE
3 #everybitofChristmas Sainsbury’s https://www.youtube.com/watch?v=WU50dLLy7Cw
4 Get More Out of Giving Very https://www.youtube.com/watch?v=mcEy-wYFMec
5 #ReadyForTakeOff Argos https://www.youtube.com/watch?v=WNqm-sgz86Y
6 Kevin The Carrot Aldi https://www.youtube.com/watch?v=iJGpOYKXcSE
7 #ChristmasTogether Waitrose https://www.youtube.com/watch?v=DJZbo5ohVGs
8 #YouShall Find Your Fairytale Christmas (pt II) Debenhams https://www.youtube.com/watch?v=fyNhzFYP3ts
9 #ShowThemYouKnowThem Boots https://www.youtube.com/watch?v=9cAhAqgLiIA
10 Sway Apple https://www.youtube.com/watch?v=kIaNP4_0eBo

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