• by Larissa Faw , January 3, 2019

With the season of holiday-themed ads coming to a close, Horizon Media's Why Group is releasing an analysis of viewer reactions to help advertisers figure out how they could be more in tune with people's emotions.

While many holiday ads tap into emotions, there is room to improve in terms of messaging in a more nuanced way that better connects to how people feel -- and how those feelings change over the course of the entire season, per the Horizon analysts. 

The most prevalent emotions people feel around the holidays are inherently positive: Appreciation (64%), Calm (54%), Generous (56%) and Optimistic (52%). 

However, as the season progresses, emotions tend to shift towards stress, anger and sadness with each passing week. 

That trend was seen in an analysis the agency did of ads from Target, Toyota, Apple, Hershey's and McCormick. For instance, Hershey's has continued to run its "Jingle Bells" spot every season since 1989, and it   largely elicits playful and nostalgic emotions. However, it does generate some anger and frustration over its repetition.

Apple’s CGI-created “Share Your Gifts” ad, which featured a shy creative writer who gets a boost of confidence from her dog, was seen as both relatable to those in the “creative class,” but also produced sadness and anxiety from viewers. "I hate that Apple commercial ... It doesn’t give me holiday spirit; it pisses me off," exclaimed one social media user in the report.

To avoid potential problems like anger aimed at a brand, Horizon recommends that all advertisers deploy different messages at different points in the season in response to emotional shifts, and explore shifting their holiday spend to reach last-minute holiday shoppers rather than front-load. Another recommendation would be to celebrate Giving Tuesday every Tuesday to connect with philanthropic and caring emotions.  

The research also offers brand specific-advice. For example, Hershey's may want to keep with its tradition but add a twist by ending with the “bell” introducing a new flavor to the family.

This research is the first in a multi-year effort to decode holiday emotions and answer questions like what role, if any, brands play in reflecting and contributing to these emotions.