The ad, ‘The Bear and the Hare’, debuted on ITV’s ‘The X Factor’ on Saturday night 9 November and prompted 86,300 mentions on Twitter over the weekend, according to research from agency We Are Social.
This was up from 66,800 mentions, or 29%, from its launch weekend last year – some way short of the stellar 265% increase in conversations between 2011 and 2012.
Mentions peaked at 31,200 between 8pm and 9pm on Saturday evening, with 4,700 tweets sent between 8:17pm and 8:18 pm alone. Of the tweeters, 30% were male and 70% were female.
Some 80% of the tweets praised the ad, describing it as "cute" and "sweet", while 5% of tweeters claimed the ad had reduced them to tears. Only 1% of tweets were outright negative about the ad and John Lewis.
The campaign also had a positive impact on the brand’s social media presence. Over the weekend, John Lewis acquired 7,000 new Twitter followers, 12,000 new Facebook fans and 4,600 additional subscribers on YouTube."
Note - I'm assuming that this was just on Saturday and Sunday - there were lots of mentions on Friday when the ad first appeared on YouTube but I'm assuming that this is for TV only