Digital beats TV for Christmas ad viewing as 40% mums watch online

Online video has triumphed over TV when it comes to Christmas ad viewing according to a new study, which found that 40 per cent (2 in 5) of mums now watch festive ads online first, compared to just 14 per cent on TV.

The annual Christmas Advertising Report by Netmums, which surveyed 2000 mums following the airing of Sainsbury’s Christmas ad last night, found that the number of mums watching the Christmas ads online has shot up from just seven per cent in 2012.

Almost half (36 per cent) of mums taking part in the national study said they re-watched their favourite ads on YouTube, along with 41 per cent who discussed the ads on social media.

The study showed that a quarter shared links online and a further 13 per cent posted retailer’s ads on their own social media profiles.

John Lewis’ ‘Monty the Penguin’ was parent’s top pick, favoured by 59 per cent of the 2,000 mums polled. It was twice as popular as the retailer’s 2013 Bear and Hare ad, which was voted the best Christmas ad by 31 per cent of families last year.

Netmums managing director Rimi Atwal commented on the results: “It seems all mums want for Christmas is YouTube. Parents are always time poor but in the frantic weeks of preparation leading up to Christmas they simply don’t have time to sit down and watch TV. Instead they’re turning to video on demand to catch up on what stores are offering and make sure they don’t miss out.

“And the social aspect of sharing online is beginning to shape the ads themselves. This year there’s been a significant shift away from overt product-based commercials to those that tug at the heartstrings. John Lewis has used the formula for a number years and now others are beginning to reap the festive rewards and see their tills jingling this Christmas.”

Marks & Spencer claimed the runner-up spot with the retailer’s‘Two Fairies’ campaign taking 15 per cent of the vote, while Sainsbury’s was third and the most popular supermarket advert with the timely WW1 truce-themed offering.

Discounters Aldi and Lidl also fared well clinching the fourth and fifth spots for their ‘value and quality’ focused seasonal ads.

View the top rated Christmas ads below:

1) John Lewis

2) M&S

3) Sainsbury’s

4) Aldi

5) Lidl

6) Boots

7) Argos

8) Debenhams

9) Waitrose

10) Tesco

11) Asda

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