New research shows that Americans may be tiring of sappy holiday TV commercials - and want something a little more Grinch-like in their fare.
In fact, according to a new survey from cable TV advertising sales company Viamedia, 59% of Americans admit they want to see more Scrooge-like themes in holiday advertising.
In terms of ranking, the scenarios Americans would most like to see in TV spots include:
#1: How do you react to a present you don't like
#2: The best way to return a bad gift
#3: The right way to re-gift
#4: Naughty kids getting coal for Christmas
#5: How to shop for people you don't like
An honorable mention: What to do with carolers who can't sing
What to make of these results? I went to Becky Jones, vice president and research at Viamedia to find out more - and get some hilarious data points from this research.
Of course, these kinds of survey results are not always quite as they seem. And as you'll discover here, the actionable insights here may point in divergent directions.
Indeed, as we'll discuss, Kmart's provocative TV spot, shown in the YouTube video above, may be more in keeping with the zeitgeist this holiday. Or, at the very least, continues a year-long campaign from the brand to achieve new relevance.
But what's your view? Time for coal in everyone's stocking? Or does holiday cheer always win in the end?
(approx. 6 min, 30 sec)
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