Tesco TV Trials Prove Successful For Advertisers
Trials of Tesco’s new in-store television network have yielded positive results for advertisers, which have seen sales increase by an average of 10% in stores equipped with the new system.
Trials conducted by Tesco and JCDecaux across three stores with Tesco TV and six stores without, show the system significantly boosted sales for a number of advertisers and could outperform expectations when it is rolled out across the country later this year.
Tesco TV screens are due to be installed in 100 stores initially, increasing to 300 as the system develops. Tesco currently owns 850 supermarkets in the UK and could conceivably install the system in all of its stores.
Current estimates are that around 70% of the UK population makes a visit to one of the five main supermarkets during any given week, potentially providing advertisers with massive point-of-sale audience, thought to be around 10 million consumers who are poised to spend.
During the trials, Tesco questioned 8,500 customers to determine their attitudes to the new medium. The results of shopper interviews revealed that the time spent by a customer in each particular zone of the store was shorter than expected. Tesco will now increase the frequency of adverts shown on the system to counter the effects of shoppers moving quickly throughout a store.
JCDecaux will handle all advertising sales on the new system after securing the exclusive contract late last month (see
JCDecaux Secures Nationwide Tesco TV Contract
JCDecaux Secures Nationwide Tesco TV Contract
JCDecaux Secures Nationwide Tesco TV Contract www.jcdecaux.co.uk
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