Target, Wal-Mart, Macy’s top list of favorite holiday ads
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TV ads are catching shoppers’ attention in creative ways this year, from an Advent calendar filled with top toys to a bevy of celebrities decorating a department store for Christmas. According to a survey conducted for the Retail Advertising and Marketing Association (RAMA) by BIGresearch, the top three holiday television advertisements this year come from Target, Wal-Mart and Macy’s. Retailers rounding out consumers’ top 10 favorite holiday TV ads include Best Buy, Sears, Kohl’s, Kmart, JCPenney, Publix and Meijer.
Though the results were consistent among most demographics, Best Buy overtook Target for the number one spot in the sought-after 18-24 year-old category. Additionally, Staples made the top ten list for men, Big Lots made the top ten list for women, and Zales’ ads were in the top ten for young adults (18-24).
In addition to adding a bit of holiday cheer to TV programming, some consumers admit that holiday ads send them to certain stores and websites. According to the survey, 17.1% of consumers said that their favorite holiday advertisement persuaded them to shop with a specific retailer. An additional 31.5% of consumers said they already planned to shop there.
Overwhelmingly, young adults were much more likely than other shoppers to say that holiday television ads sent them to specific stores (27.3% vs. 17.1%).
Though shoppers remember their favorite television commercials, they admit that other advertising can be more effective in helping them determine where they will shop for holiday gifts. More than one-third of shoppers said that coupons (35.2%) influenced their decision about where to shop. Consumers also said they are persuaded by newspaper inserts (30.4%) and word of mouth (22.7%).
Though the results were consistent among most demographics, Best Buy overtook Target for the number one spot in the sought-after 18-24 year-old category. Additionally, Staples made the top ten list for men, Big Lots made the top ten list for women, and Zales’ ads were in the top ten for young adults (18-24).
In addition to adding a bit of holiday cheer to TV programming, some consumers admit that holiday ads send them to certain stores and websites. According to the survey, 17.1% of consumers said that their favorite holiday advertisement persuaded them to shop with a specific retailer. An additional 31.5% of consumers said they already planned to shop there.
Overwhelmingly, young adults were much more likely than other shoppers to say that holiday television ads sent them to specific stores (27.3% vs. 17.1%).
Though shoppers remember their favorite television commercials, they admit that other advertising can be more effective in helping them determine where they will shop for holiday gifts. More than one-third of shoppers said that coupons (35.2%) influenced their decision about where to shop. Consumers also said they are persuaded by newspaper inserts (30.4%) and word of mouth (22.7%).
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