Loving the holiday commercials? Which ones are your favorites?

A division of the National Retail Federation surveyed over 8,000 consumers during the first week of December, asking just that.

And for the first time since 2005, Target fell out of first place - losing that position to Walmart.

From the statement: "According to a Retail Advertising and Marketing Association survey, conducted by BIGresearch, Walmart (#1) overtook Target (#2) as the company with shoppers’ favorite holiday commercial. Target has topped the list since 2005, the inaugural year of the survey.

"Other big news came from Gap, Hallmark and Old Navy, with Gap (#4) resurfacing on the list for the first time since 2006, Hallmark (#9) making the list for the first time, and Old Navy (#6) climbing three spots from last year’s ranking. Other companies in the top ten included Best Buy (#3), Macy’s (#5), Kmart (#7), Sears (#8) and Kohl’s (#10)."

This year, the survey also asked about favorite online promotions. Walmart, Amazon, Best Buy, Target and Kohl’s topped the list, ahead of eBay, Macy’s, JCPenney, Overstock.com, Sears, Kmart and Old Navy.

More from the survey: "When it comes to specific holiday advertisements, coupons are king with 44.6 percent of shoppers saying the opportunity to save a few bucks is what most influences them to shop at a particular store. Word of mouth (27.2%), advertising inserts (26.9%), newspapers (22.0%) and direct mail (21.3%) are other strong influencers when it comes to retailers’ holiday advertisements."