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Comparing consumer reactions on social media

The hotly anticipated Christmas adverts have finally been revealed to our nation’s eager eyes. Yet with worry and anxiety being an overwhelming feeling of 2020, have Christmas ads had the same effect as previous years?

To understand whether coronavirus has changed audience reactions to Christmas ads this year, we analysed consumer conversations on social media over time. We used Relative Insight’s text analysis technology to compare Twitter data from 2019 to 2020, to discover ‘unknown unknowns’ in how audiences talk, and to find out whether coronavirus has stolen Christmas.

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