dfs dominates Christmas and New Year TV spots

Doing its best to capitalise on a nation of festive couch potatoes, dfs adverts dominated British TV screens this Christmas and New Year, according to TVTY analysis looking at the top 20 advertisers by volume of TV spot.

Of the 80,000 TV spots recorded over the festive period’s four biggest days (24, 25 and 31 December and 1 January), the furniture company invested in more than 1,200 spots on Christmas Eve and Christmas Day, while a further 900 messages were broadcast across New Year’s Eve and Day – totalling 2,159.

Currys PC World and Oak Furniture Land also went big – with Currys winning out at Christmas and Oak Furniture Land ranking second during New Year.

The most prolific TV advertisers during Christmas were furniture retailers and supermarkets; however, homeware brands, holiday providers and price comparison site Confused.com did well in the New Year.

Overall, there were 38,363 spots over Christmas compared to 41,812 across New Year – but the top 20 advertisers bought 20% more spots over Christmas than for New Year.

Antoine de Kermel, MD EMEA TVTY, said: “With millions of UK families relaxing together in front of the telly during the festive period, it’s no wonder brands invest big in TV at this time of year. Increasingly, retailers are putting more spend behind Christmas airtime than New Year, reflecting the fact “January” sales are going live earlier each year.

“To make the most of TV budgets, the savviest brands maximised their spending by implementing moment marketing campaigns. This year, we expect the number of brands launching moment marketing campaigns to soar as marketers look to optimise their TV advertising budget. This means launching digital advertising in the precise moments TV spots air, capitalising on the moments of heightened consumer interest.”