• by Jack Loechner , Staff Writer @mp_research, November 11, 2001

A recently released out-of-home media study, conducted by Nielsen Media Research for PRN, revealed that in-store broadcast television networks build brand equity, customer satisfaction, and shopper loyalty with customized programming for retailers. PRN is a retail media network which creates in-store television and interactive networks that broadcast news and product information, entertainment, and advertising to consumers while they shop.

Based on study results and network growth, PRN estimates these broadcast networks generate average monthly gross impressions of more than 70.6 million viewers for the Wal-Mart TV Network and 10.1 million viewers for the Home Electronics Network (HEN).

Wal-Mart TV delivers strong viewership in key age categories including 18-49 year olds, and among households with kids. Also, according to the findings, the average ad recall for the Wal-Mart Television Network was 57% among commercial viewers. This compares favorably to an industry average of 24% for in-home ads.

The NMR study found that shopper attitudes toward the storewide television network were extremely positive, with 83% of viewers agreeing that the network is a good thing to offer customers; and 81% agreeing that the network provides relevant advertising about products sold in the store.

Wal-Mart Television Network

# of Stores - 2,397
Viewers per store per week - 6,776
Viewers per month - 70.6 million
Ad Recall Average - 57%

Home Electronics Network (Electronics Departments of Sears, Circuit City and Best Buy)

Home Electronics Network

# of Stores - 1,930
Viewers per store per week - 1,203
Viewers per month - 10.1 million
Ad Recall Average - 50%