Kohl’s And Target Get A’s In Back-To-School Advertising

Kohl’s and Target received the highest scores on their back-to-school ads, according television and video analytics solution provider Ace Metrix. 

While Target received the highest single score (673) for its “Supplies They Need” ad and a 571 for its general “Back To School” spot, Kohl’s received the highest average score for all 14 of its back-to-school ads (552). Walmart, JCPenney and Staples received the next highest scores for all ad creative.

All ads received an Ace Score, which measures their overall effectiveness based on viewer reaction. Scores ranged from 1 to 950, and accounted for the following attributes: Persuasion, relevance, information, attention, change, desire and watchability.

“The top ads employed a variety of creative approaches, from placing dads at the center of the storyline to incorporating humor, philanthropy and promotions — proving again that there is no formula to exceptionally effective creative,” said Peter Daboll, CEO of Ace Metrix. “Kohl’s performance as the brand with the highest average Ace Score is particularly remarkable given that it debuted the most back-to-school ads. While making a single piece of high-scoring creative is worthy of note, creating a portfolio of high-performing ads is truly extraordinary.”

The top retail back-to-school ads of 2014 include:

  
The first back-to-school ad aired in mid-June, according to Ace Metrix, and total ad volume increased by 25% over the same time period in 2013. Of all ads, 76% came from retail brands.