The majority of tweets posted about Mog’s Christmas calamity were sent within the first hour of the ad being broadcast at 7.15pm on ITV: there were 2,214 tweets mentioning the ad, compared to 22,429 tweets about the John Lewis ad.
The Sainsbury’s ad broke on TV and online at the same time last night, whereas the John Lewis ad broke online on Friday morning last week, several hours before it broke on TV on Channel 4 during Gogglebox in the evening.
As of 11am today, there had been 14,300 tweets about the Sainsbury’s ad, a three-and-a-half minute film in which a cute cat inadvertently starts a fire at a family home, but manages to dial the Fire Brigade amid a series of panic-induced mishaps.
Sainsburys xmas ad. Wanted to be snarky, but the amount of love and craft that's gone into this is incredible. https://t.co/DnTM9Iwwqy— Stu Royall (@stu_bot3000) November 13, 2015
Beautiful, emotive & timed perfectly... But it's ultimately for a supermarket & I think that almost ruins it. Almost. #ChristmasIsForSharing— Kate Bromage (@KateBromage) November 12, 2014
I think I enjoyed this as much as my 3 year old daughter did https://t.co/wYVdxmYlVX— Paolo Nieddu (@paolonieddu) November 13, 2015
Research by Blurrt found that more females than males had mentioned the ad on Twitter. The words most used to describe the ad were "festive", "magical" and "charming".
Sentiment for the ad appeared to be solidly positive: out of 2,340 mentions analysed, 62 per cent of mentions said something positive, 27 per cent were neutral, and 11 per cent said something negative.
This article originally appeared on Campaign.