Every year, BIGResearch conducts their December Consumer Intentions and Actions Survey, in which consumers are polled regarding their shopping activities. When asked whether retailer’s holiday commercials influenced them to shop and buy at a particular store, only 26.5% of consumer said yes. The survey then asked shoppers to identify which media influenced them to purchase. The top ten media influences were: 
- Coupons
- Newspaper Inserts
- Word of Mouth
- TV (Broadcast)
- In-Store Promotions
- Direct Mail
- Newspaper
- Cable
- Radio
Joe Pilotta, VP of research, BIGresearch, said "Many retailers use their television advertising to entertain consumers as a way of engaging them, but it doesn't appear that it is translating into influence to shop.” Marketing Blurb recommends that retailers adjust their holiday advertising budget accordingly.
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