Big brands battle it out every year to grab consumers’ attention in the increasingly saturated field of Christmas ads.
2018 has seen some new contenders enter the fray, but how have the newcomers fared against seasoned warriors like John Lewis?
This year we opted for a totally new system of ranking – not just mentions and sentiment. We’ve looked at social shares, Twitter mentions, positive sentiment, and added our own “expert opinion” scores. Because, you know, we’re experts. You can read more about how we ranked the ads in the methodology section.
Here are the major UK Christmas adverts of 2018, ranked using social data.