Tesco and Sainsbury's are increasing their focus on the entertainment category ahead of pre-Christmas trading as both show their support for targeted in-store digital advertising.

Tesco is rolling out new digital listening posts through its entertainment departments to enable customers to preview CDs, DVDs and games. When not in use, the touch screens, provided by Retec Interface, will be used like in-store TV to promote products and special offers. At least 33 stores will feature the new technology by Christmas, with further roll-outs as stores undergo refits.

Alan Hunt, senior buying manager for music at Tesco, said that where the listening posts had been tested, they had demonstrated significant added value to the entertainment offer.

Sainsbury's, which began trialling the technology in June, said it had contributed to one of the category's best years of trading. It plans to double the number of stores with listening posts by Christmas to 134.