For June, Amazon, Sam’s Club and J.C. Penney Co. Inc. garnered top positions in rankings of “effectiveness” as measured by the ABX Advertising Benchmark Index.
During the month, the research firm said major retailers ran 459 new ads, which is “almost double the number of ads run in April and May,” the company said. The ABX Index is based on 14 variables that include awareness, message, reputation and call to action. The ratings are derived from a consumer panel. A score of 100 equals “average effectiveness.”
For June, Amazon’s “Prime Now” campaign took the number-one spot for television advertising with an ABX Index of 133. The high score was bolstered by the “reputation” metric, which had a reading of 208. The spot featured Amazon’s one-hour delivery service in a quickly edited video that showed consumers smiling after receiving their ordered goods. Click here to see the commercial.
For radio, Sam’s Club’s “With a Sam’s Club Membership…” ad took the number-one position with an ABX Index score of 114. The spot touted the savings garnered from the retailer’s membership and can be heard here.
For print advertising, Kroger’s “Fresh Food. Low Prices.” was number one with a 119 ABX Index score. The print design was “uncluttered, and featured fresh produce and meat for less than $3.” For digital ads, home improvement retailer Lowe’s “Memorial Day Savings” took the top spot with an ABX Index score of 123. The rating was buoyed by a reputation score of 151.
For free-standing inserts, J.C. Penney’s “Extra 20% Off” garnered a 122 on the ABX Index to push it to number one for June. The print insert featured summer apparel for the entire family. Driving up the total index score was a reputation reading of 162.
Regarding the high reputation score for J.C. Penney, ABX president Gary Getto noted that the retailer’s ad is “timely, showing a beach scene just prior to everyone thinking about Fourth of July.”
“It is not cluttered and features just a few items and lots of discounts such as 20 percent off and 40 to 50 percent off,” Getto noted. “On our reputation question, we ask: ‘Do you feel better, worse or no different toward the advertiser?’ Respondents likely felt better seeing the beach and thinking about discounts. Makes sense.”