Storm Digital is analysing EPoS data from 40 c-stores to see if Newsagents Radio translates into cash at the till.
Speaking at the Convenience Retailing Show, where Storm snapped up over 40 independent retailers to install the station in the first day, marketing manager James McDonald said: "Our own research shows sales of some lines advertised on the radio have increased by as much as 30%. But this new research will offer retailers independent verification."
Retail Marketing Services will run tests in 40 stores measuring the performance of specific SKUs via EPoS data in three stages: before the station is installed, after installation but without ads plugging that specific SKU, and finally while the ads pushing a product are broadcast. Results will be out in April.
Backed by the publisher of The Sun and News of the World, Newsagents Radio is a free satellite radio service set up by Storm Digital Broadcasting and headed by former disc jockey Bruno Brookes.
The service is branded Sun Live radio from Monday to Saturday and News of the World Live on Sunday.
Brookes said the system had already been installed in about 140 stores and added: "We will roll it out to about 2,500 stores in the initial phase and that should be completed in the next couple of months."
In addition to the broadcasts targeted at consumers, there is early morning content from 5am to 7.30am aimed at retailers.
Storm is now exploring the possibility of tailoring output to the needs of larger retailers. Scottish Spar wholesaler CJ Lang is testing the service in 10 company owned stores, and talks are progressing with other Spar wholesalers and other groups and convenience multiples.
l Nisa was also looking to recruit members to its new station Nisa FM, at the show.
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