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November 19th, 2020

Marketing Dive — Holiday Ads Nod to COVID-19, But Depicting Gatherings Also Works, Study Finds

Marketing Dive — Holiday Ads Nod to COVID-19, But Depicting Gatherings Also Works, Study Finds

Author

Peter Adams

Marketing Dive

Dive Brief:

  • COVID-19 themes appeared in 32% of holiday ads analyzed by Ace Metrix, with many focusing on the “new normal” versus traditional seasonal concepts.
  • The report found campaigns that nod to the pandemic fared slightly better with viewers than those that did not, but it was not a meaningful difference. Under 10% of holiday ads feature masks this year, with the retail category most frequently emphasizing face coverings, particularly around scenes of in-store shopping.
  • As with broad references to the coronavirus, choosing to include masks in holiday ads did not make a noticeable impact on their reception. The findings suggest that adjusting marketing to acknowledge a different tone this season is potentially more important than digging into specifics of life under the pandemic.

 

Continue reading the full article on the Marketing Dive site.

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