By  on August 31, 2018

Nordstrom, J.C. Penney and Old Navy were among the top retailers in advertising effectiveness for July, according to the ABX Advertising Effectiveness Benchmark Index. The fashion retail group tracked by ABX ran 88 ads in July and included retailers Neiman Marcus, Saks Fifth Avenue, Nordstrom, Lord & Taylor, J.C. Penney, Kohl’s, Macy’s, Sears, Old Navy, Dillard’s and the Gap. In June, the retailers ran 89 ads.

The ABX Index measures overall ad effectiveness and creativity across television, radio, digital, print and freestanding inserts. Each ad is rated by a consumer panel based on 15 variables — or very focused key performance indicators — 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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