Neo Media Group’s Supermarkt TV in the Netherlands has seen sales uplifts reach 25 percent for product categories advertised on the in-store network.

Nielsen reports, covering campaigns by 20 advertiser brands as well as the four weeks prior to each campaign, showed a 25 percent sales increase for products in the sweets and snacks category.

Overall, most food categories gained about 11-12 percent increase in sales.

Non-food fared slightly less well, with a seven percent uplift across the category.

Launched in March 2008, Supermarkt TV – operated by Neo’s local subsidiary POSTV – has 1200 screens across 240 stores, reaching 3m shoppers weekly.

Advertisers last year included Ajax, Alpro Soya, Chocomel, Danone Actimel and Activia, Knorr, Senseo and Sheba.

Now POSTV hopes that as well as reassuring them that on-screen ads lead to sales of their products, the research will also enable its advertisers to identify the optimum campaign duration.

“It is important that the most effective campaign period be determined for each advertiser. This can be one week, two weeks or four weeks,” said Diana Niemer, Supermarkt TV product manager.
 
www.nielsen.com
www.postv.nl

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