More than just ad testing.

Kantar’s Best Christmas Ads 2025 report reveals what truly drives enjoyment, brand power, and commercial impact. Backed by facial coding, cultural signals, and the world’s largest creative effectiveness database, these essential insights are designed to create winning creative campaigns that deliver in 2026 and beyond.

In the report, you’ll find:

• What makes the top performing Christmas ads unbeatable: discover how Aldi, Tesco and Cadbury turn distinctive assets into standout performance.
• Real emotional responses via facial coding: what connected and why it matters for attention, recall and purchase intent.
• Platforms shaping effectiveness: with 1 in 4 shoppers using TikTok Shop, discover how social behaviour is reshaping the path to purchase.
• Cultural trends for 2026: inclusivity, micro-communities and Treatonomics – plus creative levers driving short-term impact and long-term equity.

This is more than just ad testing - it's your strategic shortcut for creating campaigns that deliver joy and measurable ROI, well beyond the festive season.

Powered by LINK+, LINK AI, BrandDynamics, LIFT+ and Dx Analytics.

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Survey meets real emotion and consumer intuition to uncover what audiences truly feel, second-by-second.

LINK+ facial coding captures the moments that matter, so you can create ads that win attention and drive results. More than just ad testing. Real facial coding. None of the guesswork.

Argos

Asda

Waitrose

Aldi

How KFC is sticking with what works, and sticking with chicken

Join Dani Ruggles, Marketing Manager at KFC, and Lynne Deason, Head of Creative Excellence at Kantar, as they explore how bold choices and an unwavering commitment to your brand's magnetic north can drive extraordinary results at Christmas and beyond.

Every year, we ask 4,050 UK consumers to share their thoughts on the festive ads. We compared their insights to our advertising database, the largest in the world, to assess their effectiveness.  

From the most memorable branding, most powerful, funniest and more, we ranked ads from key industry sectors including Grocery, Retail, and FMCGs.

Eager to learn more? Watch our webinar with Campaign Live, ‘Not Just for Christmas: Campaign Effectiveness All Year-Round’. Hear from experts at Boots, Coca-Cola, VML, Campaign, and Kantar.