On the advertising front, Kohl’s Corp. was a big winner in May by garnering the top television and radio ad scores, according to the latest rankings by ABX.

For the month, the retailer’s “Shop Kohl’s Thursday through Sunday and take an extra 20 percent off with your Friends & Family Savings Pass” scored a 128 on the ABX Advertising Benchmark Index for its TV spot, which featured additional savings such as Reed handbags by Reed Krakoff for 25 percent off and 50 percent off on “apparel for mom.”

The ABX Index is based on 14 variables that include awareness, message, reputation and call to action. The ratings are culled from a consumer panel. A score of 100 equals “average effectiveness.”

For radio, Kohl’s used the same campaign, and the spot scored a 111 on the ABX Index. For print advertising, Macy’s Inc.’s “One Day Sale” took the top spot with a 111 score. The full-page ad featured a bold black, white and red type-driven design treatment touting 50 to 80 percent off items storewide, door buster deals and free shipping of online orders of at least $25. See the ad here.

With digital ads, Wal-Mart Stores Inc.’s “Picked at the peak of season freshness” scored highest with 133 points. The video spot featured a woman unpacking locally grown fruits and vegetables from Walmart. The so-called “local food movement” has increased in popularity as consumers shift toward more sustainable practices in their everyday lives, which includes supporting local farms via farmers’ markets.

In the freestanding insert category, Target Corp.’s “More Power, More Savings” ad scored a 126 on the ABX Index for an Oxi Clean promotion. For the out-of-home category, Lowe’s billboard “Build Shelf Confidence” scored highest with a 105.

For June, current ads running at Target and Wal-Mart are focusing on summertime activities such as picnicking and backyard grilling as well as Father’s Day promotions. This week, Macy’s is continuing with aggressive markdowns with storewide savings of 50 to 75 percent off.

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