The margin on the Xbox One is far higher than PS4. Microsoft have a lot more money to play with, with regard marketing and incentive schemes for retailers. PS4 is a technically much more powerful console sold at a lower price. I don't know about stores but where I go on the web the Xbox One marketing is far more common. There is simply no way I'm paying £430 or anywhere close to it for a console as weak as Xbox One though. My buying price is more like £200-250 which is fair considering PS4 is £350. So all these Xbox One adverts are wasted on me.
Also I think Sony have limited ps4 stock so excessive marketing is wasted money. However there is still a lot of Xbox One stock and probably easier to replenish as the console doesn't have any cutting edge components like GDDR5 that might be in limited supply.
