Tesco reports broad success of media campaign at Christmas

Charlie Spargo's picture

Tesco wrapped up a successful year which also marked its 100th year in business, reporting brand recall for its contextual media buying strategy at 23% above average.

Tesco worked with MediaCom to place contextual advertising on Channel 4, ITV and Sky Media, seeing the central character of its Christmas adverts, a delivery driver, travel through time to visit characters from eight of these channels' shows.

And as a result, 72% of those viewing the contextual ads recognised the advertising – far above the mean of 49%. 71% of contextual viewers felt that the advertising ‘captured the magic of Christmas’ - up from 59% for non-contextual - while 50% of contextual viewers found the campaign ‘inspirational’.

The advertising increased purchase intent for Tesco.com by 60%, among viewers of contextual ads.