Discover insights from the race

24 November 2025

Sainsbury's Christmas Ad the Most Recognised in Week 2 of the Race

The most recognised Christmas advert in the second week of the race was Sainsbury’s which was recognised by 50% of the audience, an impressive 14% increase week on week. Sainsbury’s have re-visited the BFG this year, telling a story about a disruptive guest whose efforts to ruin Christmas are thwarted by the combination of the beloved children’s character and a lucky Sainsbury’s employee. Discover more race results here...

17 November 2025

John Lewis Emerges as an Early Favourite in Week 1 of the Race to Christmas

The Christmas ad line-up for 2025 is truly stacked with the familiar runners and riders being joined by some new contenders this year. Aldi won the grand prize last year, but aan they make it two years in a row? At this early stage in the race you may not be surprised to discover that the nation’s favourite ad so far has come from John Lewis, with 22% of people who have seen a Christmas ad spontaneously mentioning it as their favourite.

03 November 2025

Tis' the Season for Ipsos' Race to Christmas

It might still be early days but Christmas is certainly just around the corner. And, after debuting last year, we’re back again to track, monitor and analyse all the festive campaigns of the major supermarkets and retailers, looking at what’s truly driving impact at Christmas. Discover what early insights we already have to share.

31 December 2024

Ipsos Presents: The 12 Awards of Christmas 2024

What did we learn from the 2024 Christmas advertising campaigns, and what are the keys to success when developing great Christmas advertising? In 2024, we tracked the entire race to Christmas from the very beginning. Discover which brands stood out and who won the race!

16 December 2024

From Cheers to Controversy: How 2024's Christmas Ads Stole the Spotlight

Advertisements and festive campaigns play a huge part in the run up to Christmas, evoking feelings of nostalgia and sentimentality. But, which brand triggered the highest volume of online mentions?

02 December 2024

Unwrapping Financial Realities at Christmas

While the holiday season brings joy to many, financial challenges, especially during periods of economic instability, can affect numerous households. So, how is this impacting spending habits and what role do brands play in providing empathy?

18 November 2024

The 2024 Festive Food Face-Off

We scoured the ranges of 10 major UK supermarkets to uncover 40 festive food innovations and pitted them against each other in a titanic World Cup type tournament to see which are the most eagerly anticipated by the hungry hordes.

28 October 2024

Mince Pies in October? Inside Britain's Early Christmas Obsession

Every year, those festive treats seem to appear earlier and earlier, sparking a national debate: is it ever too early for Christmas cheer to be exploding from supermarket shelves?