Tesco TV Lifts Sales 10% for Brands, Agency Says

Advertising on Tesco TV generated a 10% better performance on average across 62 brands involved in trials, according to results released by Tesco and JCDecaux.Brands on trial were measured in three test stores where they were advertised on Tesco TV, and compared with six control stores where traditional point-of-sale promotions were running. Trials took place across a 10-month period. Sales of 62 product brands were measured in test stores and control stores and compared. In addition, 8,500 customers were interviewed and more than 19,000 shopping trips were observed.The feedback proved integral in shaping the design and content for the network and showed that customers felt the experience improved their shopping trip through product information and lifestyle tips.The research, which revealed shoppers' actual dwell time in each zone of the store, showed that ads needed to be shown more frequently than was originally expected. Even though the ad frequency wasn't fully optimised in the trial, there was a marked effect on sales. When Tesco TV goes live in 100 stores in June, ad frequency will be increased from the pilot. This could mean that the media will produce an even greater impact on sales.JCDecaux, the media sales provider for Tesco TV, predicts that tailoring the ads to suit the medium can lead to greater sales uplift. Applied TV, the UK leader in retail networks, has worked with Tesco since 2002 to define and develop the content for Tesco TV and will be key in advising brand marketers on developing ads for the medium.Tesco operates 850 supermarkets throughout the U.K.

Tesco TV Lifts Sales 10% for Brands, Agency Says

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