Researchers have compiled a list of the most "well-received" Christmas adverts of the year to gauge which campaigns have resonated most with the public this festive season.
Clips from Aldi, Coca-Cola, John Lewis and Etsy were among those that made the top 10, but it was another brand that claimed victory this year.
In order to quantify which ads were more well-liked, marketing agency Honcho employed sentiment analysis tool TensiStrength, which probes social media reactions.
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In what may be considered an unexpected win, Marks & Spencer claimed the top prize this year.
The retail chain's Percy Pigmas advert, which stars Tom Holland and Dawn French, depicts a fairy accidentally bringing the iconic mascot to life and chaos that ensues.
Thanks to its star power and charming story, the campaign has been viewed over 1.7 million times on YouTube.
Boots placed second on the list with their Jenna Coleman-starring ‘Bags of Joy’, which features a magical, seemingly-endless bag of gifts.
Boots said: “This Christmas is all about Joy… The Joy of being with friends and family, the Joy of getting out there and connecting with each other, the Joy of giving that perfect gift.”
Coca-Cola, Waitrose, and Barbour fill out the rest of the top five, with their 'Real Magic', 'Best Bit of Christmas', and 'Paddington' ads respectively.
In order to quantify how well-received each ad was, Honcho scraped tweets using the campaign hashtag for each Christmas advert and ran them through TensiStrength to determine the strength of stress and relaxation viewers felt watching each one.
TensiStrength estimates the strength of stress and relaxation expressed in short texts - including informal language. It has a human-level accuracy which gives a fair judgement to small texts. The scoring reports 2 strengths; -1 (no stress) to -5 (very high stress) and 1 (no relaxation) to 5 (highly relaxed).
See below for the full list of the most well-received Christmas ads this year.
