The company spent £7 million on its Christmas campaign, including £6 million on the television medium (Butler, 2013). Facts and Figures (nd) observed that 96.2% of British homes had a television. John Lewis television advertising was used to reach a wide range of audiences in various market segments with 2 minute messages. Furthermore, marketing newspaper The Drum said that this advert was so successful because John Lewis "sought to touch the hearts" of customers (John Lewis Christmas Ad: 10 Interpretations, 2013). The history of advertising has made people think about the importance of friendship and thoughtfulness, instead of just selling their products (Glenday, 2013). The addition of Lily Allen's song, Somewhere Only We Know, also presents an advantage of the combination of television, sight and sound (Fill, 2009, p717). As a result, advertising with visual and audio dimensions attracted a large number of targets.