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 mobile phone country list 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).
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 USA B2B List published last July revealed that only 1% of consumers lamented the absence of masks in advertising.
While some Christmas ads refer to new habits born in the heat of the coronavirus (such as “pickup” services and “contactless” payments), other new behaviors seem to be in the shadows.
Only 7% of the spots evaluated by Ace Metrix include, for example, in their narrative some kind of celebration via Zoom (perhaps due to consumer fatigue from video calls ).