Mountain View, Calif. – Wal-Mart is this year’s most prolific holiday advertiser in terms of new creative, airing more than 40 unique holiday-themed ads. According to new Ace Metrix TV and video advertising ratings, a philanthropic ad spotlighting its Salvation Army program also earned Wal-Mart a number one ranking in terms of creative effectiveness, with a leading Ace Metrix score of 687.
Two other retailers also had ads in the top 10 rankings. Kohl’s took eighth place with its “Christmas Surprise” ad (Ace Metrix score 639) and Lowe’s ranked 10th with “It’s Easy (635).
“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. “What stands out in this year’s philanthropic effort is the authenticity of the brand to the cause. Walmart and Duracell are true to their brand while communicating the values of the season. In fact, many of the ads on this list are successful because they effectively impart values of family, giving and togetherness.”