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BizReport : Advertising archives : December 07, 2016

Facebook trumps YouTube for Christmas TV ad discovery

The battle for views of the UK's Christmas TV ads began last month and new data suggests that when it comes to interactions and views, Facebook trumps YouTube.

by Helen Leggatt

When Socialbakers analyzed 10 of the most talked-about Christmas television ads for the 2016 festive season, which began coming to light back in November, they found that the most interaction and views were to be found on social media.

Overall, 60% of all views were via Facebook and 40% on YouTube. Furthermore, 90% of all interactions took place on Facebook. Furthermore, the top three performing brands in terms of views and interactions - John Lewis, Marks & Spencer and Waitrose - relied on organic reach alone.


However, while Facebook saw large initial peaks in interaction, the Christmas ad content on YouTube continued to be viewed for a longer period. The social media site had just a two-day window in which the biggest share of interactions took place while YouTube continued to garner interest throughout the month.

"For all brands, the first two days of a video being live generated the lion's share of interactions on Facebook before dropping significantly," said Socialbakers' report. "Meanwhile, content on YouTube continues to drive views throughout the month following the launch, demonstrating how YouTube maintains its position as the go-to video platform for users to discover video content."

John Lewis, perhaps cognizant of the short shelf-life of Facebook video, followed up their popular Christmas ad featuring Buster the Boxer with another dog-themed alternative, resulting in another spike in views and interaction.

Tags: 2016 holiday trends, advertising, Christmas, social media

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