John Lewis Christmas ad thrashes Asda on Twitter viewing figures with 227m more impressions

John Lewis’ ‘The Beginner’ Christmas ad has received over 21,000 mentions on Twitter, allowing for a whopping 367 million potential impressions, the most of any festive spot this year.

New social media data from analytics company Sprout Social has found that the retailer has thrashed its nearest competition, with Asda’s festive ad featuring Will Ferrell’s Buddy the Elf coming second with over 10,000 mentions and 140 million potential impressions.

According to data gathered from the biggest retailers’ Christmas ads, including John Lewis, M&S, Sainsbury’s, Aldi UK, Tesco and Asda, more than 683,000 likes, comments and shares have been amassed by the brands.

While John Lewis has received 110,050 engagements, 4,551 comments, 13,247 shares and 92,256 likes, Asda has garnered 68,594 total engagements – breaking down into 2,410 comments, 6,027 shares and 61,149 likes.

“The major retailers’ adverts spanned the full range of styles this year,” Sprout Social added.

“Tesco focused on food, drink and merriment; Asda made us laugh with a familiar film character and John Lewis made us optimistic about people helping and being helped in society.”

According to the data firm’s ‘Social Index’, retailers appealing to ‘personal values’ is considered to be 74% more important to consumers than in 2021. This increase may explain why John Lewis’ advert has achieved so much engagement and so quickly on social media.





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“Authentic advertising continues to generate excellent return on investment, especially at Christmas,” Sprout Social general manager, Gerard Murnaghan, said.

“81% of consumers in the UK and Ireland think it’s important for brands to raise awareness and take a stand on sensitive topics. Clearly this point of view has translated into social media traction for John Lewis.

“When brands choose to take a stand on an issue or put a charitable cause at the heart of a campaign, it can inspire brand loyalty, influence purchase behaviour and help them stand out from competitors. As the sprint to the end of the holiday season continues, brands can take note from John Lewis’ success for their own holiday campaigns.

“It is clear that when brands prioritise charitable giving and causes that are important to them it will resonate in the hearts of consumers.”

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