M&S wins Christmas TV ads battle on Twitter and Facebook, while #bearandhare receives 27,000 mentions
M&S is winning the Christmas TV battle in terms of social, with 58.8 million mentions on Twitter, research from Kindred has found, with the brand's Christmas ad also reaching 160,000 interactions on Facebook.
The research discovered that John Lewis is also performing strongly with 45.9 million mentions on Twitter, a 16.5 per cent increase on 2012.
M&S and John Lewis are the only two retailers out of the seven to have a designated hashtag for the ad - #magicandsparkle and #bearandhare respectively.
#bearandhare has been mentioned over 28,000 times on Twitter, with M&S’s hashtag mentioned over 3,500 times.
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Tesco has also generated wide conversation online, with 49.2 million mentions on Twitter.
In terms of Facebook, Asda came second with 87,000 interactions, followed by John Lewis with 71,000. Tesco only had 2,000 interactions and Waitrose had 1,000.