Following the successful roll-out of the Sainsbury’s Convenience TV network to 140 stores, preparations are underway to further extend the network, adding London to existing coverage of the Yorkshire, the North-East and Midlands.

The network, which is operated by Firebrand Media, has generated market-beating sales uplifts for brands tested, delivering an average sales increase of 20% on advertised brands. Confidence in the performance of the network is such that the screens are now being extended to the Sainsbury’s Local fascia, focusing initially on London stores in particular.

Dipo Oyewole, Firebrand Media’s Commercial Director, explained the basis for this offer: “As the only in-store TV network within the grocery sector that has been extensively rolled out, and which continues to grow, the extension of the network to London and the South-East will further cement our appeal to advertisers planning national campaigns. In terms of our performance, we have raised our internal targets, and now target 20% sales increases as a performance level that we would like all brands to achieve, although it should also be remembered that a sales increase of 10% would be regarded as extremely credible in almost any other marketing context, whether relating to in-store or traditional above-the-line activity.”

Richard Lancaster, Sainsbury's Convenience Trading Director, commented: “The network has grown from strength to strength in a remarkably short space of time. The sophistication of the programming continues to be developed, maximising customer acceptance and giving us the confidence to continue to extend the network into new areas of our convenience estate.”

NamNews - Thursday 12th January 2006

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