Holiday Advertising Survey: Themed Ads Most Prominent on TV

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Posted Dec 12, 2012
Anne Pilon

During the holiday season, watching TV or reading a magazine can be a completely different experience than it is during the rest of the year, due in part to the advertising. So many companies, even those that don’t particularly serve an important holiday purpose like gifts or party supplies, choose to make their ads holiday themed. Do these types of holiday ads help to improve brand perception or even gain more customers?

holiday advertising

Holiday Advertising

In Ask Your Target Market’s latest survey, 44% of respondents said that almost all the ads they notice around the holiday season are holiday themed. Another 32% said that more than half the ads they notice are holiday themed in some way. 17% said they’ve just noticed some holiday themed ads. And only 7% of respondents said they haven’t really noticed any holiday advertising so far.

Advertising Channels

Of those who do notice some holiday ads, 84% said they’ve noticed the most themed ads on television. 37% said they’ve noticed a lot of holiday themed ads online. 33% said they see a lot of holiday advertising in newspapers, magazines, and other print publications. 23% said they notice a lot of these ads on the radio. And 15% said they’ve noticed them on billboards and other types of outdoor ads.

Advertising Impact

Overall, just 8% of respondents said that holiday ads definitely help to improve their brand perception of the companies advertising. 21% said these types of ads can somewhat help to improve brand perception. 68% said holiday ads have no impact on brand perception for them. And 4% said that holiday ads actually have the opposite effect.Only 9% of consumers said they think holiday themed ads are very effective. 30% think they are somewhat effective. 45% said they think holiday themed ads can be effective, depending on the type of business advertising. 11% said they are not very effective. And 4% don’t think holiday themed ads are effective at all.You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: Cockatoos and Christmas from FlickrWhat do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on December 8 via AYTM’s online survey panel.

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