Tesco's One Stop convenience chain is set to roll out in-store TV across its 507 stores following a trial in Pye Green, Staffordshire.

The six-month pilot had generated a "tremendously positive response from customers and staff", it said.

The service will be installed in 150 stores by Christmas. Screens displaying advertisements for products will be placed at store checkouts with sound played throughout the store.

The network will be provided by Firebrand Media, which operates in-store TV in Sainsbury's c-stores. MD Dipo Oyewole said that as a result of its campaigns to date, in-store sales across the board had increased 25% on average, with 79% of customers aware of it.

"Out-of-home TV has come a long way over the past 12 months, with the convenience sector leading the way," he said.