When it comes to reaching consumers via holiday advertisting, Walmart (NYSE:WMT) has come out on top. According to new Ace Metrix TV and video advertising ratings, Walmart's "Christmas Magic" ad showcasing its Salvation Army program was No. 1 for effectiveness among holiday ads this season.
Walmart's "Christmas Magic" commercial outperformed the average holiday ad by nearly 26 percent and earned one of the highest scores on Ace Metrix's Emotional Sentiment Index. The ad is also the highest scoring Walmart ad since July 2010. Consumers who were surveyed found the ad's message to be a good example of the spirit of the season.
"While consumers have a tendency to reward philanthropic work, this holiday season saw more do-good creative at the top than ever before," said Peter Daboll, Ace Metrix CEO, in the report. "What stands out in this year's philanthropic effort is the authenticity of the brand to the cause. In fact, many of the ads on this list are successful because they effectively impart values of family, giving and togetherness."
Walmart is also this year's most prolific holiday advertiser in terms of new creative, airing more than 40 unique holiday-themed ads, a slight increase from its holiday ad base last year. In addition to its focus on philanthropy, Walmart also highlighted convenience in its ads, emphasizing that it can help consumers finish all of their holiday errands at one place, from buying gifts to shopping for food.
Two other retailers also had ads in the top 10 Ace Metrix TV rankings. Kohl's (NYSE: KSS) took eighth place with its "Holiday Surprise" ad, which depicts a couple decorating an elderly neighbor's home for the holidays, and Lowe's (NYSE: LOW) ranked 10th with the "It's Easy" commercial, an ad chock-full of special effects to showcase the store's wide range of appliance options.
Watch the Walmart, Kohl's and Lowe's ads below.
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