October 2004

Retailers including Wal-Mart, Best Buy, Ralph's and Tesco have validated that in-store television networks can build brands and drive sales. But a recent Reveries survey suggests their true potential remains largely untapped.

That potential certainly is underscored in that some of these pioneers of retail TV have begun to rival major broadcast networks in audience reach and are showing their advertising proposition might also deliver better results.

Research by Nielsen for Premier Retail Networks Inc (PRN), which creates custom advertising for a range of leading retailers including Wal-Mart, Best Buy and Sears, shows brand recall on the Wal-Mart TV Network was 66 percent versus just 24 percent for brands on at home TV advertising.  Recent research by Mintel also shows that, on average, consumers spent 5 percent more time, 10 percent more money and showed impulse purchasing rates at twice the rate in stores with digital media than without..

Read the full article:
Reveries Magazine - From Television to Decisionvision

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