Aldi’s Kevin the Carrot and Boots’ Christmas makeover have stood out as the ultimate festive attention-grabbers, according to new analysis by Lumen Research.
Kevin the Carrot reigns supreme in both the 40-second and 90-second categories, with the ad’s compelling narrative and familiar characters engaging consumers, with 62% of the 40-second ad and 52% of the 90-second ad being viewed.
Boots’ controversial Christmas ad has also performed exceptionally well, capturing 65% viewer attention in its 30-second format and 55.55% in its 60-second version.
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TK Maxx’s Festive Farm took the crown in the crucial 20-second ad category, with an impressive 69% of the ad being viewed. However, Waitrose’s ‘Sweet Suspicion’ whodunnit ad, despite industry praise, didn’t perform as well on the attention front. Only 48% of the ad was viewed by consumers.
Lumen’s latest research, conducted in collaboration with Ebiquity, demonstrates that attention drives return-on-investment and profit. This suggests that the Christmas ads capturing the most attention are likely to be the ones generating the highest profits for their respective brands.
To conduct the research, Lumen partnered with TVision to collect data from a nationally representative panel of UK respondents. The study used front-facing cameras on home TV sets to track what people look at and for how long during their normal TV viewing habits. The data was collected from 20, 30, 40 and 60 seconds Christmas ads that were aired in the UK during November 2024.
