For the first time, YouTube UK has revealed a live ranking of its Christmas Ads Leaderboard, showcasing the most-watched festive campaigns of the season. Updated throughout the holidays, this exciting new feature highlights the ads captivating audiences across the platform.

As of 6 PM on November 20, 2024, the leaderboard stands as follows:

Waitrose & Partners – 9.4 million views

Smyths Toys Superstores – 7.8 million views

JD Sports – 6.9 million views

Debenhams – 6.8 million views

LOOK FANTASTIC – 6.6 million views

Commenting on the leaderboard, Sophie Neary, Managing Director of Retail & Consumer Packaged Goods at Google said: “The festive season is upon us, Mariah is defrosting and warming up her vocal chords. This can only mean one thing: the battle of the Christmas adverts has begun!

“All eyes are on YouTube, where (in the UK), 46m adults are tuning in and eagerly awaiting the nation’s favourite ads which they devour on all types of screens from TVs to mobile phones. Can you believe at this time of year, the world “advert” has x4 times the search volume on YouTube as Mariah Carey, Home Alone or even the mighty Michael Buble? And why not, when the top five ads feature the familiar faces we all know and love, from influencer Molly-Mae, actress Elizabeth Hurley, comedian Ellie Taylor, footballer Trent Alexander-Arnold or musician Central C.

“This year, the competition is already warming up – will Waitrose’s ‘who dunnit’ maintain the top spot, or perhaps last year’s winners, Apple, will return to steal the glory. Regardless, we continue to see inclusive advertising take the lead, whether brands spotlight family-focused, sporting, comedic or glamourous perspectives, it’s clear that putting culture at the heart of their campaigns gets the British public feeling festive.

“With the immense reach that YouTube and Google’s AI provides, the platform’s value for brands and audiences alike is undeniable – so it’s no wonder that cultural moments like the Christmas advert launches, have viewers flocking to YouTube to search for the ads  and connect with the brands that make this an even more magical time. This month’s John Lewis ad launch was such a cultural moment that the Verve even started trending on Google Search!”