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Advertisers set to spend record £9.5bn over Christmas

Advertisers set to spend record £9.5bn over Christmas
Rick Astley in this year's Sainsbury's Christmas TV ad. Credit Sainsbury's.

Advertisers are forecast to spend 4.8% more than last year’s record £9bn to reach £9.5bn during Q4 2023, according to new data.

The Advertising Association (AA) and WARC figures revealed year-on-year forecasted adspend increases by media channel for the festive period, with broadcaster video-on-demand (BVOD) recording the highest jump (+20.2%), followed by cinema (+11.5%), out-of-home (+10.3%) and online display (9.1%).

TV is expected to “remain significant” during the quarter with an anticipated spend of £1.5bn.

However, four out of five pounds are expected to spent on online advertising.

Additional research by the AA discovered 48% of all adults credited Christmas ads with helping spark gift ideas, and 70% of adults aged 25- 34 find Christmas ads to be “the ultimate festive mood booster”.

So far this year retailers and supermarkets like M&S, Sainsbury’s, Asda, Boots, and Aldi have launched big ticket Christmas campaigns, with the John Lewis ad due out today.

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