• by David Kaplan , November 16, 2004

Viewers of the in-store Wal-Mart Television Network, a network of televisions strategically placed throughout the retail giant's stores, have a brand recall of 65 percent over the past two years, according to a study commissioned by Premier Retail Networks (PRN), which produces the broadcasts that run in retailers such as Best Buy, Circuit City, Costco, Ralph's, Sam's Club, Sears, ShopRite, and Wal-Mart.

The study is based on data from Nielsen Media Research's New Media Services, which conducted interviews and enumeration counts for a statistical probability sample of affiliated Wal-Mart stores, dates, and dayparts during a 28-day interval. The interviews, held from April 19 through May 16, 2004, took place over 57 dayparts in 56 different network stores. Intercept interviews were completed with 3,851 store visitors 10 years of age or older as they exited the main store exits.

The numbers highlight a 44 percent increase in Wal-Mart TV Network viewing duration compared to a previous Nielsen study done in 2002. In addition, Wal-Mart TV maintains a high average brand recall of 65 percent among the commercial audience. According to the new study, the network delivered 44,857 gross impressions per store for the four-week period measured by Nielsen.

PRN reports that the network is currently installed in more than 2,620 Wal-Mart stores.

"As advertisers struggle with the traditional at-home television advertising model, PRN continues to deliver targeted and relevant content to a national captive audience on a timely basis," said Mark Mitchell, executive vice president of advertising sales at PRN.

The study found that shopper attitudes toward the Wal-Mart Television were noticeably positive, with 84 percent of viewers agreeing that the network is a good thing for Wal-Mart to offer its customers and 80 percent agreeing that the network is informative.

"This study gives added credibility to in-store TV advertising," Mitchell added.