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December 03, 2020

By Adrianne Pasquarelli

Ace Metrix tracked the spots that are impacting consumers the most this holiday season

Greenies Dental Treats used animation to great effect. Credit: Greenies

In this unprecendented holiday season, marketers have been challenged with trying to resonate with audiences while remaining sensitive to the ongoing pandemic. Those that have succeeded have done so by playing to consumers’ emotions, according to new data from ad measurement firm Ace Metrix.

Since the first holiday ad broke in late September, Ace Metrix has tested more than 300 holiday-themed ads. Below, they’ve ranked the top 10 using an emotional measurement tool that tracks viewer comments and compares them to the Ace Metrix database of over 100,000 ads.

While many of last year’s ads were narrative-driven and focused on value, the majority of this year’s crop are described by viewers as heartfelt, wholesome, soothing and energetic, Ace Metrix found. Humor is also not as present this year as in previous years.

10. Hallmark

9. Toyota

8. Kohl’s

7. WeatherTech

6. Macy’s

5. Ferrero Rocher

4. Capital One

3. SodaStream

2. PayPal

1. Greenies