// Tesco claims top spot in the Top 10 Christmas Ad Rankings by marketing technology firm 4C
// Morrissons’ use of “food porn” advert takes second place with 137% lift on social media
// M&S misses the top 5
Tesco has claimed the top spot in the third annual Top 10 Christmas Ad Rankings compiled by marketing technology firm 4C.
The ranking uses artificial intelligence to determine which adverts resonated the most with consumers beyond the initial premiere.
4C said this year’s analysis included 235,870 engagements with public social media posts across Facebook and Twitter between November 30 and December 8.
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Tesco’s TV ad spots increased social media engagement with the brand by an average of 146 per cent in the five minutes following the start of each advert aired on TV – resulting in the highest TV Social Lift Score’
4C said the Big 4 retailer’s nostalgic ad plays to consumer desires and trends, taking viewers on a trip down memory lane by travelling 100 years back in time to celebrate Tesco’s centenary.
Sainsbury’s also played on its humble beginnings to celebrate 150 years of history, with a film depicting Dickensian London.
It experienced an average of 83 per cent lift in social engagement in the immediate five minutes after each airing on TV – but it still only ranked 10th.
John Lewis and Waitrose too took a nostalgic approach with their joint Excitable Edgar advert, but it generated less social traction and ranked 3rd, trailing 11 percentage points behind Tesco.
Meanwhile, playing off the ongoing popularity of “food porn”, Morrisons’ simple advert received 137 per cent lift on social after each ad spot on TV and achieved a sentiment score of 74 per cent – allowing it to rank 2nd.
Despite coming in at number nine for engagement lift post ad airing on TV, Lidl topped rankings by social sentiment.
Coca-Cola was the only non-retailer to make the list, while M&S missed entering the top five.
Top 10 Christmas Ads in the UK:
|2019 Ranking||Brand/Retailer||TV Social Lift Score||Positive Brand Sentiment|
|3||John Lewis & Waitrose||122%||58%|
|6||Marks & Spencer||114%||69%|