The research firm also said it would soon be adding a “gender equality measure” to its variables.
For the most recent period, ABX said the top retailers “ran 411 new ads in July…down slightly from June, but still nearly double the number of ads run in each of April and May.” The ABX Advertising Benchmark Index rates the “most effective” ads via a consumer panel that results in a score derived from 14 variables, which includes overall awareness, message and reputation.
A score of 1oo equals “average effectiveness.” The ABX Index score is the measure of overall effectiveness. For July, Kohl’s friends and family TV campaign was number one with an ABX Index score of 131. The TV spot promoted the store’s 20 percent off sale, which included “triple” loyalty points and a $10 cash back offer for purchases over $50. Noteworthy was the ad’s reputation score, which came in at 187.
For print advertising, Macy’s “One Day Sale” promotion was number one with an ABX Index score of 119. This is the second time this type of ad has won the print category, according to ABX researchers. The full-page ad was text only, and in bold letters with a color scheme of black, white and red. The ad featured a 50 to 80 percent off storewide sale with free online shipping for orders over $25.
For radio, Amazon’s Prime Day campaign was number one with an ABX Index score of 112. In the digital ad segment, J.C. Penney took the top spot with a ABX Index score of 130 for its “Get Your Penney’s Worth” promotion. Meanwhile, Kroger took the top spots for free-standing inserts and out-of-home ads (billboards) with ABX Index scores of 123 and 106, respectively.
Angela Jeffrey, vice president of brand management at ABX, applauded Kohl’s and J.C. Penney’s campaigns, and noted that “both ads of which sport fresh, text-centric, fast-moving and fun creative styles.”
Jeffrey noted that the monthly report will soon include a “Gender Equality Measure for each ad, which was recently launched at the White House. Gender bias in retail advertising greatly impacts reputation and calls-to-action scores.”