Aldi’s Christmas TV ad has been ranked the most successful this year, after the retailer witnessed a 152 per cent increase in social media chatter and engagement in the five minutes following the start of each airing.

Boots (141 per cent) and Tesco (120 per cent) completed the top three in a list compiled by 4C Insights, while traditional frontrunners M&S and John Lewis ranked 9th and 10th, with uplifts of 64 per cent and 54 per cent respectively.

M&S’s Paddington campaign did score the highest for sentiment with 87.5 per cent, followed by Aldi (85.9 per cent), Boots (81.9 per cent) and Apple (80.5 per cent).

Aaron Goldman, chief marketing officer at 4C Insights, commented: “These days, television does not stand on its own. People watch it whilst consuming media on other devices simultaneously.

“Meanwhile, advertisers are creating integrated media plans combining TV with other channels such as social media. By taking a holistic approach to video marketing across screens, brands can stand out amongst distracted consumers with high-impact creative.”

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