Ad Ratings

Two of the nation’s largest department stores lead the daytime advertising parade for the week ending Nov. 29, just as the holiday shopping season was getting underway. Here is a look at the leading daytime advertisers on network TV that week.

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Rank Brand/product Household rating* Ads shown 1 Sears Roebuck 179.3 33 2 J.C. Penney 136.3 40 3 Kleenex Cottonelle bathroom tissue 110.2 32 4 Burger King 109.7 29 5 Dr. Pepper 102.8 10 6 Blockbuster video 102.6 7 7 Southwest Airlines 94.5 7 8 Kleenex Huggies disposable diapers 92.0 29 9 Hershey’s Pot of Gold candy 85.1 27 10 Playtex Cross Your Heart bras 83.2 25

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*Each rating point represents 994,000 TV homes.

Source: Nielsen Media Research, Monitor-Plus service