For our research, we looked at major advert releases for Christmas in the UK. Note: This went beyond the 20 we listed here, which is why some ads above came in places above ’20th’.
To rank the ads, this year we looked at social shares, Twitter mentions, positive sentiment, and added our own “expert opinion” scores. Because, you know, we’re experts.
Here’s what the system looks like:
Reach: Using the Brandwatch Reach score, this estimates the amount of times people saw tweets relating to specific Christmas ads.
Shares: We leveraged BuzzSumo to track the number of shares and engagements each advert and its coverage got on Facebook, Twitter, Pinterest, and Reddit.
Positive sentiment %: We used Brandwatch to find the percentage of Twitter mentions of the ad that were either positive or negative. The positive % played into the rankings, with a sliding scale that either added or deducted points. Neutral mentions were excluded.
Brandwatch rating: Members of the Brandwatch marketing team ranked the adverts out of 10 to add our own feelings to the mix (because why not).
Aggregate score: We bring each of these criteria together to reveal the ads’ final scores.