JWT Research Findings On Christmas Advertising

A recently released report by advertising agency JWT has revealed interesting facts concerning advertising in the festive season. In December six discussion groups were held among groups of women in both the north and south: the groups encompassed three different life-stages: women 25-35 years without children, women 25-35 years with children and women 35 years plus with children at home.

The report’s findings include:

• shopping for Christmas can start as early as October with young mothers motivated by the desire to be organised and the euphoria of an approaching Christmas for their children.
• buying presents for children can often be a daunting task as parents lack knowledge about products and confidence in manufacturers. Advertisers can consider either executing a twin media strategy, one aimed at children, the other at educating and reassuring parents or strive to incorporate dual media consumption strategies. This does not mean television viewing alone.
• pre-Christmas is a time when consumers are more receptive to advertising, however increased competition for share of voice requires more creative media thinking. Standard television planning and buying may not be sufficient in meeting an advertiser’s objectives. Alternative media should be looked at as a means to support and break-away from the clutter.
• magazines become a valuable source; they offer advertisers more opportunities at Christmas than at almost any time of the year. This is due to women’s extensions of their existing repertoire of magazines during this period. There’s a wealth of creative media ideas that advertisers can use to their advantage.
• radio and newspaper consumption remains relatively unaltered in the pre-Christmas period as consumers continue their regular reading and listening patterns, however choices in weekend papers may be altered with selection being based on supplement offers. Local papers can take on a more active role as regular readers seek community information.
• the bulk of Christmas Day television viewing is passive. Studies in the past have shown that low involvement programmes tend to receive low attention to ads in breaks. Therefore this suggests that there are only few programmes in which involvement is high and subsequently a better environment to place advertising. Those who wish to advertise on Christmas Day should do so with tight selectivity in programme choices. However, the ratings achieved on the day are significantly higher than the rest of the year, but viewers’ involvement is at an all-time low.
• the traditional movie blockbuster on Christmas Day is losing its appeal. It now takes a definite back seat. Most people have already seen them on video or satellite, and don’t necessarily want to see them again.
• the best performers on Christmas Day are light-hearted, unchallenging sitcoms. Their appeal is also broad, with anyone aged from 6 to 96 able to enjoy them in part.

JWT: 0171 499 4040