For April, the most effective advertisements in the retail sector resonated with consumers on two levels: helping them save money; and helping them help one another.

An analysis by ABX that involved a consumer panel rating retailers’ ads across six platforms using 14 variables to determine an Advertising Benchmark Index resulted in the highest scores from Wal-Mart Stores Inc., J.C. Penney Co. Inc. and Kohl’s Corp.

The ratings variables were divided among six categories that include awareness, message, reputation, relevance and likability as well as call to action. An ABX Index score of 100 is considered “average effectiveness.” Click here for the methodology.

For television campaigns, Wal-Mart took the top spot with “Today, I’m Going to Fight Hunger,” which tells the story of two young girls — one who donates food from Wal-Mart to a local food pantry while the other’s family is the recipient. In the end, both children find themselves on the same bus to school while the voiceover notes that people in hunger are “closer to us than you think.” The ad scored a 139 on the index.

For radio, J.C. Penney was the most effective in April with an ABX Index score of 108 for its “Rush into J.C. Penney This Weekend for a Sale So Big…” spot that touted steep discounts while also promoting its loyalty program.

For print ads, Kohl’s “Take an Extra 30% Off With Chaps” campaign was the most effective with an ABX Index score of 120. The print ad touted a “two-day door-busters” sale while also reminding consumers that Mother’s Day is May 8.

In the digital channel, Wal-Mart’s “Fight Hunger” campaign was tops with an ABX Index score of 130 for a short video outlining the retailer’s efforts to address food insecurity.

For freestanding print inserts, J.C. Penney’s “Get Your Penney’s Worth” scored a 122 on the index. The ad featured spring and summer apparel with 40 percent off on selected activewear. It also encouraged consumers to sign up for J.C. Penney Rewards.

For the month, there were “no winners,” ABX said in regard to out-of-home advertising, which included ads such as those found on billboards, kiosks and other displays.

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