On paper, Microsoft won. They had plenty of exclusive stuff to show off and new information to divulge. Tomb raider going exclusive, all of the betas available, and a strong showing from quantum break were standouts.
From a viewer perspective, Sony won. They had a more entertaining show overall and had a good group of big titles in their presentation. There wasn't a whole lot in the form of announcements or exclusive content though. Showing Far Cry 4, MGSV, Shadow of Mordor, and Destiny is great, but those are all multiplatform.