In the day following the release of the Tesco Christmas ad, 31 per cent of conversations about the ad on social channels expressed a clear desire to buy goods from that grocer, research from Way to Blue has found.
The research looked at discussions around Tesco, Asda, Morrisons, Sainsbury’s, Waitrose, Lidl, Aldi and Iceland in the 24 hours following the launch of their Christmas ads.
There were 8,116 discussions following the launch of the Sainsbury’s ad, while the Tesco ad led to 7,996 conversations. Of all the ads, Aldi ranked last, with just 928 conversations.
Way to Blue then looked at what per cent of these conversations indicated a propensity to purchase, with Tesco leading the way with just under a third (31 per cent) of conversations suggesting a desire to shop there.
Slightly less (27 per cent) had a propensity to buy at Asda following watching the ad, while 18 per cent wanted to shop at Sainsbury’s and 10 per cent at Morrisons.