• May 8, 2007

The Nielsen Company is expanding its Nielsen In-Store measurement service to cover all in-store marketing media, including merchandising activity, retail TV and radio networks, shelf-talkers, cart-talkers, digital signage and point-of-purchase displays. This data will be collected from an augmented nationwide sample of about 200 stores. Over next six months, the company will fine-tune the details of linking this data to consumer traffic. It expects to have reach-and-frequency measures finalized by the end of the year. The Nielsen initiative was undertaken in cooperation with the In-Store Marketing Institute as part of its PRISM (Pioneering Research for an In-Store Metric) initiative. "This is a service that has the potential to transform the way the industry markets to consumers at the point-of-sale," said Peter Hoyt, executive director of the In-Store Marketing Institute. --Erik Sass