Nielsen analyzes the success of in-store radio advertising
The market research company Nielsen analyzed the Coop radio campaign of a well-known manufacturer of frozen food products on behalf of IP Multimedia Switzerland. The study commissioned by the Goldbach Media subsidiary shows an effect of 7 to 18 percent additional sales for in-store radio advertising.
The analyzed campaign comprised radio spots for 3 flavors of a frozen product for 4 weeks in 482 Coop stores in German and French-speaking Switzerland. A further 75 stores without radio spots served as a control market. Using a regression analysis, Nielsen was able to determine the influence of Coop radio on sales. The effect of price and promotional measures as well as trend and seasonal influences were isolated from the result using statistical methods.
In order to lend the study the greatest possible credibility, Nielsen based its analysis on the scanning data collected by the retail panel. The study proves that in-store radio resulted in a significant boost in sales for the frozen food products examined, as the agency writes in a press release. An increase in sales of 7 to 9 percent was measured for the advertised products in the retail outlets that were exposed to sound. The manufacturer's other flavors generated additional sales of 11 to 18 percent.
Instore radios are digitally networked music programs aimed at customers at points of sale. Similar to traditional radios, advertisers have the opportunity to communicate with their customers in advertising islands.
About the study
In order to lend the study the greatest possible credibility, Nielsen based its analysis on the scanning data collected by the retail panel. The study proves that in-store radio resulted in a significant boost in sales for the frozen food products examined, as the agency writes in a press release. An increase in sales of 7 to 9 percent was measured for the advertised products in the retail outlets that were exposed to sound. The manufacturer's other flavors generated additional sales of 11 to 18 percent.
Instore radios are digitally networked music programs aimed at customers at points of sale. Similar to traditional radios, advertisers have the opportunity to communicate with their customers in advertising islands.
About the study
