According to figures from Sysomos, the social intelligence company, John Lewis achieved 6.9 million online views in its first 24 hours of being online.
Sainsbury’s achieved 2.1 million views in the first day after launching on Wednesday.
In the 24 hours after it was launched during Coronation Street the Sainsbury’s hashtag #ChristmasIsForSharing was mentioned over 20,000 times on Twitter.
In its first day after launching online last Friday morning, John Lewis's #MontyThePenguin was mentioned more than 90,000 times on the social network.
Sainsbury’s ad was created by Abbott Mead Vickers BBDO and is a tie up with the Royal British Legion. The three minute 20 second film tells the story of the Christmas Day truce between the British and German armies in 1914.
The John Lewis ad was created by Adam & Eve/DDB and shows a little boy and his lonely toy penguin. At the end of the ad the little boy buys the penguin a girl penguin for Christmas.
While Sainsbury's supported the launch of its ad through promoted tweets and paid-for pre-rolls on YouTube from launch in a media campaign by PHD, John Lewis and its agency Manning Gottlieb OMD relied on organic search in its first 24 hours.