Nielsen: ‘Average Sales Increase per Shown Product 14%’

Hilversum, February 3rd, 2009: Since the introduction of Supermarket TV in March 2008, dozens of top brands have advertised on what are now 1,200 screens that the network has at its disposal. Research from Nielsen indicates that the average sales increase for advertisers is 14%.

‘Positive reactions from entrepreneurs, shoppers, and advertisers actually already gave away that Supermarkt TV was a bull’s eye,’ according to Diana Niemer, product manager with Supermarket TV from POSTV. ‘It’s great that the figures from widely respected research firm Nielsen now bear this out. This isn’t only an enormous confirmation for us and the supermarket entrepreneurs. The twenty-five top brands that stuck out their necks to advertise on this relatively new medium have been rewarded for their trust in Supermarket TV and in POSTV’.

Nielsen has furnished its own scan for Supermarket TV. Each advertiser on Supermarket TV thereby receives an objective report based on this scan. The scan always encompasses four weeks prior to the broadcast dates and two weeks during the action period. The shops with Supermarket TV are compared to to a control group with triple the number of shops to keep the analysis as reliable as possible.

Niemer: ‘The average sales increase for advertisers on our network is 14%. This rise is even 25% for advertisers of sweets & snacks! The impulse character of these articles absolutely plays a role here. It is evident that the vision we have of attractive, high-quality content goes over well with shoppers. We broadcast thematic commercials from advertisers in a Picture in Picture model with a packshot of the product always prominently in view. For the editorial content, we listened plenty to entrepreneurs, shoppers, and advertisers that have an interest in recipes on screen. The strength of our programming is that we can also utilize editorial content commercially. Advertisers have already adopted the various recipes and our weather forecast’.

In September 2007, POSTV began to approach independent entrepreneurs of the business concepts PLUS, C1000, Super de Boer, MCD, and Jumbo for Supermarket TV. The first twenty-five supermarkets were equipped with screens in March 2008. Less than one year later, the Supermarket TV network spans more than 200 connected supermarkets at 1,000m2 LFA average. Supermarket TV is now being broadcast in eighty supermarkets with various business concepts and 120 co-op and super co-op shops. Supermarket TV reaches three million shoppers weekly.

From the launch of Supermarket TV, many top brands advertised on the screens. Among them, Beneful, One, Gourmet Perle, Peijnenburg, Grolsch, John West, Yakult, Bifiene, Lay’s, Duyvis, Alpro Soya, Stegeman, Bonduelle, Beemster, Palm, Slankie, Knorr, Verkade, Douwe Egberts, Bolletje, Bon Bon Bloc, and Philadelphia have engaged Supermarket TV in their media campaigns.

POSTV
POSTV, a member of the Neo Media Group, offers retailers access to the largest digital signage network in Europe and North America. With a focus on the sectors of fast-moving consumer goods and consumer electronics, POSTV installs, administers, maintains, and operates a growing number of in-store TV networks at renowned retailers. For more information: www.neoadvertising.com.