Spar is next week expected to approve the roll out of its in-store TV network, making it the most serious competitor to Tesco in screen media.
A board meeting is expected to approve rollout from six initial pilot stores to 500 outlets.
The model is likely to be based on media sales revenue and AIM-listed Avanti Screenmedia is thought to be favourite for the contract.
Avanti claims to be market leader in screenmedia, with a 30% share of total screen media footfall across bars, retail and shopping malls. This week it announced turnover up 183% to £8.44m and net profit up 122% to 1.98m.
Chairman John Brackenbury said: “We are working on pilot projects with three retailers and expect to announce further transactions in the sector soon.”
The Spar trial was run by screen specialist IQ Group. Chairman David Williams said the huge investment needed to build the infrastructure for rollout meant that, as a privately funded organisation IQ “did not feel it appropriate to participate in this type of programme at this stage of our development”.