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Zales' holiday ads tops among young adults

December 18, 2007

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Washington, D.C.—With the use of a hit pop song and young couples in love, Zales' 2007 holiday TV commercials have become a favorite among young adults, a new survey shows.

The survey, conducted by Columbus, Ohio-based Big Research for the Retail Advertising and Marketing Association, asked 8,135 consumers between Dec. 4-11 to name their favorite holiday television ads.

While mass retailers Target, Wal-Mart and Macy's grabbed the top three spots overall, Zales' ads snuck into the top 10 in the sought-after young-adult category (ages 18-24).

The advertisements feature a young man presenting a young woman with a holiday jewelry gift from Zales while pop singer Vanessa Carlton's "A Thousand Miles" plays in the background.

"Many of this season's television ads were created with young adults in mind," Big Research Vice President of Strategy Phil Rist said in a media release. "By injecting a bit of humor or a contemporary look to holiday ads, retailers will bring more young adults into their stores this season."

Having a TV spot that’s popular among young adults is important. The survey shows that 27.3 percent of young adults say television ads spur them to shop at specific stores, compared with just 17.1 percent of other shoppers.

Other hot holidays ads that ranked in the top 10 overall included Best Buy, Sears, Kohl's, Kmart, J.C. Penney, Publix and Meijer.

In the 18-24-year-old category, Best Buy grabbed the No. 1 spot, while Staples commercials ranked high among men and Big Lots spots were popular among women.
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