New research from the UK has shown online video has beaten TV when it comes to Christmas ad viewing. 2000 mums were surveyed in the annual Christmas Advertising Report by Netmums.
They found that the number of mums watching Christmas ads online has increased from seven per cent in 2012. 40% of mums now watch Christmas ads online first, contrasted with only 14% on TV.
Other findings from the study include:
- 36% of mums re-watched their favourite ads on You Tube
- 41% said they discussed the ads on social media
- 25% of mums shared retailer’s ad links online, and an additional 13% posted them on their own social media profiles
Managing director of Netmums provided insight into the study 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.”
The original article can be found here