Walmart among most effective TV advertisers
Walmart’s ad have the most impact — across both linear and streaming TV.
That’s according to a report by EDO, a measurement firm specializing in predicting how well commercials perform. The report reveals the most effective convergent TV (includes both linear and streaming TV) advertisers in the department store category during the second quarter of 2024. (EDO includes Walmart, Target, Old Navy, Kohl’s and T.J. Maxx in the department store category.)
The report found that Walmart was the category’s most effective convergent TV advertiser, driving 144% more per-person, per-second engagement than the average department store brand. Target and Old Navy rounded out the top three, followed by Kohl’s and T.J. Maxx.
In other findings, Target’s linear TV ads outperformed its own convergent TV average by 7.5%. In contrast, Marshall’s streaming TV ads outperformed its convergent TV average by 43%.
Additional insights from the EDO study are below.
•Department store brands were 19% more effective at generating consumer engagement while advertising on streaming platforms than their average convergent TV performance.
•Department store category ads were most effective with women aged 55-64 (+72% more likely to engage than the average demographic), women aged 65+ (+27%), and men aged 18-24 (+22%).
•TV viewers in Nebraska (+50%), Utah (+35%), and Ohio (+21%) were the most likely to engage with convergent TV department store ads, as compared to the average U.S. state. Meanwhile, Wyoming (-64%), New Mexico (-46%) and North Dakota (-46%) were the states where TV viewers were the least engaged.
•Thursday was the most effective day for department store ads in the second quarter, with spots 5% more likely to generate engagement than the category average.
•While primetime is typically the most effective daypart for advertisers, early fringe (+15% more likely to generate engagement than the category average), afternoon daytime (+14%), and morning daytime (+11%) were the most effective dayparts for department store ads.
"With a short window to engage consumers during the pivotal back-to-school season, retailers need to know whether their ads are making an impact, and they need to know while there’s still time to adjust their campaigns," said Laura Grover, EDO’s senior VP, head of client solutions.
EDO’s report is powered by Ad EnGage Convergent, the company’s cross-screen outcomes measurement solution for holistic linear and streaming TV ad performance. EDO launched the platform in 2021 to deliver household-level measurement and enable advertisers to maximize campaign ROI.
