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Christmas advertising is heavily weighed down by the pandemic this year

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Christmas advertising is heavily weighed down by the pandemic this year

and not a few holiday advertisements wink at the coronavirus. According to a recent study carried out in the United States by Ace Metrix, 32% of Christmas ads this year refer to COVID-19, confronting the new how to type a german phone number normal with much more traditional holiday patterns.

The Ace Metrix study concludes that Christmas campaigns in which the pandemic makes its way perform slightly better among viewers than those that do not bother to make room for the coronavirus. However, this is a difference that is by no means significant (far from decisive).

It should also be noted that less than 10% of Christmas advertisements seek shelter for protagonists with masks . Those who rely most on this ubiquitous accessory for their Christmas advertising are retailers, particularly when they place scenes of people shopping in their establishments under the spotlight.

As with the generic Germany Phone Number Database  references to COVID-19 , the inclusion of masks in Christmas advertising does not have a really noticeable impact on their reception by the audience.

The Ace Metrix report suggests that adapting the tone of advertising to the holiday season is potentially more relevant than diving into the special circumstances of people’s lives in times of pandemic.

References to the pandemic do not necessarily make advertising better in the eyes of the consumer

The vast majority of consumers confess that they are not bothered by Christmas ads that show gatherings of friends and family where masks and social distance measures are conspicuous by their absence. Only 1% of viewers develop feelings of a negative nature towards this type of advertising (which they call controversial and irresponsible).

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Anyway, only 7% of the 127 Christmas spots put under the microscope in his report portray large gatherings and endorse a clearly precovid approach.

That in Christmas advertising there is little presence of masks is not, on the other hand, in any way surprising. After all, a previous Ace Metrix report published last July revealed that only 1% of consumers lamented the absence of masks in advertising.

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