Hotwire/33Digital / So far the 2013 John Lewis Christmas advert is set to break its own records, and we’ve got the stats to prove it

John Lewis Christmas Ad

It’s still early, but so far the 2013 John Lewis advert is set to break its own records, and we’ve got the stats to prove it.

Data Source: Data & Analytics Hotwire/33Digital

Watch the ad.

In 2011 – what the first 24 hours showed

• Twitter buzz – 14,054 tweets for the John Lewis Christmas Advert 2011 The Long Wait
• YouTube views – 5.2m
• Sentiment – 3% Negative, 97% positive/neutral – this included Twitter users who were sharing the ad as opposed to commenting on it
• What Twitter loved – The song, Slow Moving Millie’s track “Please, please, please went down extremely well
• What Twitter Hated  – The pace,  ‘boring’ and ‘slow’ were used to review the ad
• The competition – John Lewis reined over M&S. Example tweet

For the whole of November: 91,551 Twitter mentions for the whole month of November, similar sentiment

In 2012 – what the first 24 hours showed

• Twitter buzz – 21,027 tweets for the John Lewis Christmas Advert 2012 Warm At Heart
• YouTube views – 3.4m
• Sentiment – 4% Negative, 96% positive/neutral – this included Twitter users who were sharing the ad as opposed to commenting on it
• Loved – The story, #snowmanjourney, #thejourney were popular, user generated hashtags
• Hated  – Die hard Frankie Goes To Hollywood fans weren’t taken by the ‘twee’ ‘slushy’ version

For the whole of November: 220,768 Twitter mentions for the whole month of November, similar sentiment

In 2013 – what the first  few hours have shown

• Twitter buzz – 14,500 tweets for the John Lewis Christmas Advert 2012 The Bear and The Hare (so far)
• Sentiment – 6% Negative, 94% positive/neutral – this included Twitter users who were sharing the ad as opposed to commenting on it
• Loved – The song, Lily Allen is back and proving popular
• Hated  – John Lewis have set the bar high, and the public are expecting great things. Therefore some reactions, were to be expected. Example tweet

For the whole of November: Time can only tell, YouTube views may not beat 2011’s result, but social mentions certainly will surpass both years (combined)

Data Source: Data & Analytics Hotwire/33Digital