Arbitron's Report on Retail Audio Broadcasting

About one in 14 supermarket shoppers has made an unplanned purchase and one in 15 has made a brand switch after hearing an ad on the in-store radio network, according to The Arbitron Retail Media Study: The Impact of Retail Audio Broadcasting.The study found that 46% of U.S. primary household shoppers age 18 and older recalled hearing an in-store audio broadcast during their most recent grocery trip, while 18% recalled hearing an audio ad. Despite the low recall percentages, the medium is effective, concludes the study: 41% of shoppers who recall hearing in-store radio ads (or 7.4% of all shoppers) say they made a purchase they were not planning to make after hearing an ad or announcement about the product, and 36% (or 6.5% of all shoppers) say that an ad or announcement prompted them to purchase a brand different from the one they had intended to buy. Since those percentages include some mutually exclusive respondents, the overall percentage of shoppers influenced by in-store radio ads is higher than those figures, according to Diane Williams, analyst, Custom Research, Arbitron."Consumers who are exposed to it are very receptive," said Williams. "We can see a path between hearing a message and then acting on it [to make a purchase]."In addition, 25% of all respondents said they think in-store radio ads influence their decisions, compared with 67% claiming influence from weekly circulars, 59% from in-store signs and displays, and 46% from TV ads (see chart at right). That suggests the medium has greater potential to affect purchase decisions than it currently exhibits."It is clear that retail audio broadcasting as a national broadcast advertising vehicle is effective, with a high recall rate and the power to influence consumer purchasing decisions as they shop," said Williams. "With the consolidation of supermarket chains and advances in technology, retail audio broadcasts in stores can function like a broadcast network." MethodologyA total of 1,002 people were interviewed for the Arbitron Retail Media Study: The Impact of Retail Audio Broadcasting in September 2004. Telephone interviews were conducted with primary household shoppers, age 18 and over, chosen at random from a national sample of Arbitron's Spring 2004 survey diarykeepers.To read the full report, click on the file at right.

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