From grocers to sportswear chains: Is taking part in the battle of the Christmas ads really worth it?

I’m A Celebrity contestants being forced to eat spiders and crickets as part of their bushtucker trials does not seem an obvious way of putting consumers in the mood for mince pies and chipolatas.

Yet supermarkets and other retailers are falling over themselves to book advertising slots during the prime time ITV show with Tesco, Boots and Morrisons among the brands featured during the first episode.

As a spokesman for the Advertising Association puts it: “The battle to be number one in the public’s mind this Christmas is as intense as ever.”

The organisation, which represents accounting for nearly £1.5 billion of that.