NZ Christmas is prime time for ad agencies

AUCKLAND, Today: In new research out of The Research Agency, New Zealanders have named Christmas as their favourite holiday – with two-thirds saying the Christmas ads on TV “add to the spirit of Christmas”.

TRA asked a representative sample of over 1000 New Zealanders about their attitude to Christmas and what they thought about Christmas advertising in the lead up to the traditional Christmas retail period.

TRA head of client service Jo Reid said: “The results clearly indicated brands must still consider Christmas as a peak time to advertise – but the research also highlighted the need for ads to be relevant to Kiwi culture and the way Kiwis like to celebrate the holiday period.

“Clearly Christmas is important to New Zealanders with nearly 7 in 10 people saying not only is Christmas their favourite holiday but it’s the one New Zealanders relate to the most.

“Two-thirds of people say not only do Christmas ads add to the spirit of Christmas they would actually miss them if Christmas ads were not aired.

“This sentiment was particularly strong in those under 35.

“Brands must still consider Christmas as a peak time to advertise – but there’s a need for ads to be relevant to Kiwi culture and the way Kiwis like to celebrate the holiday period.”

“However, advertisers should also be aware the results indicated Kiwis do not always consider Christmas ads to be good ads.”

Although 62% of people think that the ads reflect how we celebrate Christmas in New Zealand, about 4 in 10 people said they believed Christmas ads were worse than they used to be and when prompted, people recalled older ads as the ‘better’ ads.

“For example, Scorched Almonds being individually wrapped and Vince Martin Beaurepaires Jingle Bells often came to mind, both of which were first aired in the 1990s.

“More recent examples recalled as favourably included Air New Zealand’s self-deprecating take on the Kiwi accent and the NZ Post secret parcels ad.

“Holidays are an opportunity to tap into the mood of the nation. And the mood is different every year.

“However, if you can find that sharp intersection between the enduring spirit of a holiday and the current mood of the nation, that’s how you hit the sweet spot and connect with people.

• theresearchagency.com