However, there was very little differentiating the two, with 56% of consumers saying they liked , against 53% for .
Marketing's poll of a representative sample of 1000 UK consumers, asking them if they liked the various retailers' Christmas-themed ads currently airing in living-rooms across the nation.
, starring and scored by Jools Holland, achieved third place in Marketing’s Adwatch ranking, but was significantly less liked than the top two, with 38% of respondents saying they liked it. Aldi was followed very closely by , which 37% of consumers said they liked.
After M&S, Boots achieved 5th and 35% of the vote with , while German discounter and Aldi rival Lidl came 6th, with 32% of consumers saying they liked its .
At the other end of the scale, starring TV presenters and brand ambassadors Ant and Dec came 10th, with 22% of respondents saying they liked the ad. Asda (9th) did not fare much better, with its only being liked by 1% more people than its supermarket rival.
The poll was conducted in association with Ebiquity and TNS.
| Rank | Brand | Agencies | % |
|---|---|---|---|
| 1 | John Lewis | Adam & Eve/DDB/Manning Gottlieb OMD | 56% |
| 2 | Sainsbury's | Abbott Mead Vickers BBDO/PHD | 53% |
| 3 | Aldi | McCann Manchester/UM Manchester | 38% |
| 4 | Marks & Spencer | RKCR/Y&R/Walker Media | 37% |
| 5 | Boots | Mother OMD UK | 35% |
| 6 | Lidl | TBWA London/M2M | 32% |
| 7 | Tesco | Wieden & Kennedy/Initiative UK | 28% |
| 8 | Iceland | Karmarama/MediaCom North | 25% |
| 9 | Asda | VCCP/Carat | 23% |
| 10 | Morrisons | DLKW Lowe/MEC | 22% |
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