It was the Christmas of Monty the Penguin and Sainsbury’s controversial World War One advert, but did the campaigns entice customers to shop with these retailers this Christmas?
Not the case according to research from Integrity Search which found that consumers are not swayed by popular TV advertising campaigns, no matter how visually appealing or memorable.
The survey of five questions regarding the Christmas TV ads of eight supermarkets in 2014 was conducted online via social media between Christmas and New Year and completed by 81 participants within the UK. Integrity Search included the link to the adverts on YouTube to aid participants in their decision.
Despite being the least memorable and least visibly appealing, Asda was the store where participants of the survey were most likely to shop this Christmas.
John Lewis came out on top for the most visually appealing, most memorable and most watched on YouTube, but dropped to fifth place when it came to where consumers were likely to shop.
Integrity Search told PerformanceIN it is possible that though consumers were impressed by adverts from retailers such as John Lewis, they were not compelled to change their shopping habits, with the majority of participants shopping at Asda or Tesco, more than likely their choice of supermarket for the rest of the year.
For the full results of the survey see the infographic below.
