By  on November 8, 2017

Target, Kohl’s and Kroger scored the top spots in “advertising effectiveness” according to the ABX Advertising Benchmark Index for October. The highest overall ABX Index score was Kohl’s at 135 and the lowest was Macy’s, at 62. Top retailers ran 498 new ads in October, down from 513 ran in September, the company said.

The ABX Index measures overall ad effectiveness across television, radio, digital, print and outdoor advertising. Each ad is rated by a consumer panel based on 15 variables with a score of 100 equaling “average effectiveness.” Awareness (or brand linkage) and Message scores reflect the advertisement’s impact on audiences via its Reputation and Call to Action scores.

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