Spar UK has struck a deal with Immedia Broadcasting to install live satellite radio across its estate in the autumn.

AIM-listed Immedia, which was set up by former radio 1 DJ Bruno Brookes, currently broadcasts dedicated material from its Newbury HQ to more than 2,000 c-stores including stores run by Star News, the Mills Group, Londis and Texaco, 1,300 Lloyds Pharmacy outlets, 30 Iceland stores, 50 Dixons stores and a Norwegian pharmacy chain.

Branded Spar Live, the new station will feature a mix of news, sport, music, product news and advertising, said Immedia chief executive Bruno Brookes, speaking to The Grocer this week.

“Impulse Live is now comfortably the largest in-store media tool in the UK. Out of home and instore marketing has become a new priority.”

Spar marketing director Susan Darbyshire said Spar had opted for a live radio service after trials had generated positive feedback from suppliers, stores and customers.

Retailers using the Impulse Live station dedicated to c-stores had seen double-digit sales uplifts on products advertised on the airwaves, claimed Brookes.