Elaine Watson
Stores signed up to Newsagents Radio, the satellite radio station for CTNs and c-stores, have seen an average sales uplift of 6% across the board,new research has revealed.
The data, collected by CBI Tele Research from 250 stores plugged into the station in June, provides hard evidence of how good radio can translate into hard cash at the till for retailers, said the station's founder, former Radio One DJ Bruno Brookes.
Separate research from PS&A reveals the station is also an incredibly effective form of advertising at point of purchase for brands including The Sun, Wrigley's, Britvic and Cadbury Trebor Bassett, said Brookes. "Brands have seen uplifts of up to 44% on products advertised on the station." The free station has been rolled out to 2,500 sites over the last six months, with a further 5,000 stores targeted by the end of next year.
BBJ, the agency that plans and buys all of Coca-Cola's UK media exposure, said Newsagents Radio represented a "compelling media opportunity" for Coke. BBJ head of radio, Tim McCabe, said: "I can see Newsagents Radio falling into the must-have media purchase for brands that wish to positively effect impulse and incremental purchase within the convenience store channel."
Brookes' company Storm Digital Broadcasting is also talking to other retail groups including the Post Office about similar, dedicated stations, revealed Storm sales and marketing director James Macdonald.
"Post Office Live was trialled very successfully last autumn in 15 of the major Post Office sites in the London area. Talks continue with a view to rolling it out in the future."

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