Last year with the help of Google Trends, we shared with you the most popular Christmas adverts based on what people had been searching over the winter months. It’s now time for the 2019 edition of the most popular Christmas TV adverts this year! Has your favourite made the list?
Yet again, John Lewis takes the number one spot on our list. They have continued to dominate the search rankings for ‘Christmas advert’, appearing in 6 out of the top 10 queries and 9 times in the total top 25 queries. This year’s advert featured ‘Excitable Edgar’ the dragon with music from Bastille and has proven to be another hit with the British public.
This year Aldi has shot up to take the number two spot in the chart, moving up from position four last year. Aldi was the first brand to appear in the queries after John Lewis and popped up 3 times in the top 25 queries. Aldi featured their now-resident Christmas mascot ‘Kevin the Carrot’ and a host of other carrots, for their own cheeky take on Peaky Blinders and The Greatest Showman – with a revamped Christmas version of ‘Let Me Entertain You’ by Robbie Williams to go along with it.
Sainsbury’s has retained its number three spot in the charts this year and appears twice in the overall queries chart. This year Sainsbury’s have offered a vintage style ad, retelling the story of ‘Nicholas the Sweep’.
Our first new entry into the chart for 2019. Sky have won the hearts of Spielberg fans this year, with their advert showing E.T coming back to Earth to visit Elliot 37 years after the original film was released. Sky appeared twice in the top search queries.
Coming in fifth position is another new entry from Marks & Spencer with their ‘Go Jumpers for Christmas’ dancing-filled advert, appearing twice in the top search queries.
The final new entry on the chart this year is IKEA’s ‘Silence the Critics Christmas advert, which is actually the brand’s first ever Christmas advert. This tongue-in-cheek ad featuring an original track from D Double E appeared twice in the top queries and earned the final spot in our chart this year.
So we’ve seen John Lewis, Aldi and Sainsbury’s retain a position on the chart this year, and new entries from Sky, M&S and IKEA. Which popular adverts from last year got the boot? Last year this chart included Iceland in second position, Boots in fifth position and Coca-Cola in sixth position. After last year’s political ad about palm oil Iceland turned up the family fun with the Frozen 2 cast chatting around Christmas dinner. After the mother-daughter #GiftsThatGetThem Boots advert last year, the ‘Bootique’ this year clearly isn’t as search-worthy. Finally, Coca-Cola had their annual Christmas advert ‘Holidays are Coming’ which completely failed to reach the top 25 this year. Have the likes of John Lewis taken over the Christmas advert tradition from Coca-Cola?
Google Trends is an amazing tool to discover the most searched-for trends from different countries across different time periods, including real-time trends.
Brands can use Google Trends to explore topics related to their sector and discover insights on relevant searches – like spikes in a particular search term – or the amount of interest for a competitor’s brand name. This deeper insight can give brands the ability to create user journeys even more adapted and relevant for their audience.
Using Trends to discover new marketing pathways isn’t just for large retailers. Google Trends can be used by companies in every sector to utilise storytelling to their audience, and to track industry trends.