UK retailers feed off public affection for festive ads

Firms expected to spend record amount on mostly online promotions during Christmas

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LONDON They come with big budgets, are wrapped in sentimentality and boost revenues - Britain's latest instalment of eagerly awaited Christmas television advertisements has a nation tuned in.

Britons will begin sharing thoughts on the latest festive ads as soon as they hit the screens.

"It's the time of year when media budgets swell, and creative teams pull out all the stops to deliver memorable messaging that resonates," noted Mr James McDonald, director of data, intelligence and forecasting at marketing strategists Warc.

Companies are to spend a record £10.5 billion (S$17.92 billion) on mostly online UK promotion of products this Christmas season, according to data from Warc and the Advertising Association, a British trade body.

Mr McDonald added: "Brands know that a well-crafted Christmas campaign can boost salience, anchor loyalty and drive impressive sales results." The latest Christmas TV ad from supermarket giant Tesco transforms people, animals and buildings into gingerbread as Britain's biggest retailer conveys messages of nostalgia, family grief and festive joy.