"The program is one of the highest viewed broadcast events of the year and will introduce Kohl's, on a bigger, more prominent stage, to new customers," said Will Setliff, Kohl's executive vice president of marketing, in a statement on Monday. Kohl's month-long campaign will also heavily integrate social media. On an encouraging note, a survey by Prospect Analytics and Insights last month found Kohl's at the top of the heap among female clothes shoppers.