• by Jack Loechner , Staff Writer @mp_research, February 8, 2005

Activity and Value in Commercials Rates Higher then Images

Part of the BIGresearch January Consumer Intentions and Actions survey asked respondents to view commercials to determine if the commercial would motivate them to shop at the advertiser's store. All of the commercials aired the week prior to Christmas during Prime Time.

Joe Pilotta, Ph.D. BIGresearch, summarized, saying "The consumer(s) are educated shoppers (and) have limited time for shopping the over-stored retail environment. Overall, the commercials that most motivated consumers to shop a store provided information of value which helped consumers decide to shop a particular store. This was even more true for the customers of the advertisers evaluated."

The leaders based on the percentage of all respondents who said they would be motivated to shop were as follows:

All Respondents	Store	Customers
63.1%	Sears	76.1%
60.0%	Wal-Mart	68.1%
56.8%	Kohls	73.9%
54.5%	JC Penney	67.9%
52.3%	Target	61.0%

Some independent "blog" response about some of the commercials tested were summarized by BIGresearch:

Shoppers appear more motivated to shop with a commercial which is perceived as useful and valuable information. Moreover, when looking at the part/whole relationship of the commercial there are some other surprising results, said the report.

In the commercials presented by Target, Wal-Mart, Best Buy, and JC Penney, the highest score was on "the message presented is engaging to me," but did not rate a high score on the motivation to shop.

Regarding the aesthetic elements, the commercials from Target Wal-Mart Best Buy and JC Penney were rated consistently high. The "activity" in these commercials, and the "whole" commercial were rated very high.

Across the board "printed images" in T.V. commercials were rated at the bottom of aesthetic elements.