remier Retail Networks (PRN) has announced the results of a study by research firm TNS on the influence of the Wal-Mart TV (WMTV) network on buyers. The network consists of a number of television sets placed strategically throughout the chain, delivering a mix of informative content and advertising. The study measured the ability of Wal-Mart TV to drive brand equity, motivation and purchase of the advertised brands among buyers.
The study, which was conducted with over 5,500 Wal-Mart shoppers, concluded that 61 per cent of the consumers who had viewed ads for specific brands are more likely to agree with positive statements about those brands. It also stated that 15 per cent of the shoppers showed a higher intention of purchasing the product on the same day, whereas 85 per cent intended to do so in future. The study claims that advertising on Wal-Mart TV drives significantly higher motivation levels than advertising for similar brands on home television.
According to Mark Mitchell, executive vice president of advertising sales at PRN, "The purpose of this research was to quantify the impact of Wal-Mart TV. These results combined with the latest Nielsen study viewership numbers show that advertising on in-store television is not only a great way to reach a massive audience of viewers, it is also a highly effective way to drive positive brand equity, motivation and purchase. The TNS study results clearly highlight that consumers viewing an advertisement on WMTV are significantly more likely to make a brand purchase decision for that product today and in the future."... more