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WASHINGTON -- The top three holiday television advertisements this year come from Target, Wal-Mart, and Macy's, according to a survey conducted for the Retail Advertising and Marketing Association (RAMA) by BIGresearch. Retailers rounding out consumers' top 10 favorite holiday TV ads include Best Buy, Sears, Kohl's, Kmart, JCPenney, Publix, and Meijer.
Though the results were consistent among most demographics, Best Buy overtook Target for the number one spot in the sought-after 18-24 year-old category. Additionally, Staples made the top 10 list for men, Big Lots made the top 10 list for women, and Zales' ads were in the top 10 for young adults (18-24).
In addition to adding a bit of holiday cheer to TV programming, some consumers admit that holiday ads send them to certain stores and Web sites. According to the survey, 17.1 percent of consumers said that their favorite holiday advertisement persuaded them to shop with a specific retailer. An additional 31.5 percent of consumers said they already planned to shop there.
Overwhelmingly, young adults were much more likely than other shoppers to say that holiday television ads sent them to specific stores (27.3 percent vs. 17.1 percent).
"Many of this season's television ads were created with young adults in mind," said Phil Rist, v.p. of strategy at BIGresearch, in a statement. "By injecting a bit of humor or a contemporary look to holiday ads, retailers will bring more young adults into their stores this season."
Though shoppers remember their favorite television commercials, they admit that other advertising can be more effective in helping them determine where they will shop for holiday gifts. More than one-third of shoppers said that coupons (35.2 percent) influenced their decision about where to shop. Consumers also said they are persuaded by newspaper inserts (30.4 percent) and word of mouth (22.7 percent).