For this year’s annual Ipsos B&A analysis of Christmas advertisements, we engaged 1,000 adults to uncover their favorite Christmas advertisements and the reasons behind their preferences.
Over 40 advertisements were mentioned, with a single continuing storyline claiming the top spot. Our analysis focused on nine television ads aired in the lead-up to Christmas 2025, examining their emotional impact, level of holiday cheer, and overall Christmas spirit to discern what truly resonated with viewers.
We utilised our Ipsos B&A AdEffect model to explore the effects of Christmas campaigns from brands like Woodies, An Post, Aldi, Lidl, SuperValu, Dunnes, Amazon, Eason, and Smyths.
A few highlights on our findings:
🎄Our 2025 Christmas ads, as a group, are more likeable and involving non-Christmas TV ads and are just as persuasive as non-Christmas ads.
🎄Woodies, An Post and Amazon were top for recall and enjoyment
🎄An Post led the way for branding with SuperValu and Aldi in the Top 3 wise brands
🎄Mrs. Higgins, Tin Man and Amazon’s sledding women were the most likeable characters
The power of returning characters, distinctive assets and ads sharing the Christmas spirit sparkled in this year’s results!
For more details and the full report, please contact Deirdre Kelly: deirdre.kelly@ipsos.com
