M&S is the most talked about supermarket Christmas ad followed by Tesco, social media analysis by Brandwatch has found.

The Paddington Bear execution by M&S racked up 37,000 mentions on Twitter in the week after its launch on 7 November and 4,700 of these mentions were postive, making it the most well-received ad.

The ad proved particularly popular with female Twitter users, who made up 65% of total mentions, found social intelligence company Brandwatch.

Tesco’s inclusivity-based ad gained 13,000 total mentions since its earlier launch date on 5 November, putting it in second position. By contrast, the engaged audience was 60% male.

Aldi’s second Kevin the Carrot outing came third with 6,000 mentions, 70% of which came from female Twitter users.

Next in line were Sainsbury’s and Waitrose with 4,000 and 2,000 mentions each, which they achieved in less than three days due to their later timing.

Of the overall retail sector, the John Lewis ad gained the highest number of mentions by far with 84,000 in four days, 7,200 of which were positive.