One in nine mums change where they shop after watching Christmas ads: the top 5 Christmas ads of 2013 by Netmums

Sainsbury’s has the most tear-jerking Christmas ad of 2013, a survey by Netmums has found, with one in seven mums admitting that they cry over Christmas commercials.

The research surveyed 5,749 mums, and found that 31.5 per cent voted for John Lewis as being their favourite Christmas ad: a drop of 13 per cent from last year.

The M&S ad came second with 16.7 per cent of the votes, followed by the ads for Morrisons and Tesco respectively, while discount chain Aldi was placed fifth for its cheeky ‘I Like’ sequence of films poking fun at bigger retailers' high prices.

Over half of mothers (53 per cent) admitted getting emotional at the festive adverts with one in seven crying over Christmas commercials. The Sainsbury’s ad was praised by mums for featuring real families, with the footage of the forces family being reunited named the top weepy moment this Yule.

It was also found that 17 per cent of mums claimed the commercials influence where they shop, and one in nine changed stores after seeing a festive ad.

Netmums founder Siobhan Freegard said: “Jingle the bells on your Christmas commercial right and your tills will be jingling too. The influence of festive ads is growing ever greater as each year passes.

“This year’s crop of Christmas commercials are more diverse in theme than ever before but it’s the ads that press the emotional buttons and appeal to a sense of community, family and belonging which have the deepest resonance.

“And with potentially millions of mums admitting they are swayed on where to shop by what they see on screen, the annual battle of the ads could be worth billions to the British economy.”

It was found that 72 per cent of mums said the ads mark ‘the start of the countdown to Christmas’ and almost a quarter (24 per cent) of families said they sit down together to watch the first festive screening of each new advert on TV or online.

It was also discovered that 28 per cent will rewatch their most-loved clips on YouTube.

However ad agencies wanting to appeal to parents should also keep it simple and traditional, with 71 per cent saying they wanted ‘plenty of snow, Christmas trees and festive scenes’, along with 46 per cent who said they liked seeing ‘lots of children’ and 43 per cent who favoured ‘famous songs’.

The top 5 Christmas ads of 2013, as voted by mums

1: John Lewis

2: M&S

3: Morrisons

4: Tesco

5: Aldi

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