CBS Broadcasts on Supermarket Network

New York -- Beginning this month, consumers in more than 1,300 supermarkets nationwide will be entertained by CBS programming while shopping for their groceries. Through an exclusive partnership with SignStorey, Fairfield, CT, a provider of in-store media networks, CBS Corp. has created an in-store network to bring original content into these stores. "We've been looking for opportunities in the out-of-home, place-based areas," says George Schweitzer, president of CBS Marketing Group. "We feel that it's a very effective and important place for us."CBS shopped around for the ideal company to bring its content in-store before choosing SignStorey. "They have bigger screen TVs [42-inch digital screens] in the deli, produce or bakery sections, and we think there is a lot of value there for us for what we have," Schweitzer says.The SignStorey network, which reportedly reaches more than 11 million shoppers weekly, was already established in the 1,300 Albertsons, Jewel Stores, Shaws, Star Markets, Acme, Price Chopper and Pathmark chains. "We're coming on now as a content partner to provide original content material for their screens," Schweitzer notes. "Our idea was to really enhance this and make it more compelling for the consumer and therefore to expose our content in a wider area." The programming will be an ongoing loop of 10- to 12-minute branded segments from CBS Entertainment, CBS News, CBS Sports and various properties offered by CBS Paramount Television and King World. The content will be changed for different day parts, and will try to reach weekend shoppers as well.The content will be customized regionally, as well as for each chain. "If it's in Chicago, the celebrities will be talking about things in that area," says Schweitzer. Content will update regularly. "The good news is we're a TV company, so we have the technology and the means to do that," he adds. SignStorey pays retailers for the real estate in stores. The program is advertiser-based and SignStorey sells the ads. Schweitzer says CBS can sell slots to its advertisers, but that is not a strong focus. "We have the ability to sell to our advertisers, but it's not the number one thing," he says. "The number one thing is that SignStorey has a very robust advertising base and they will sell it. And a lot of our advertisers are similar anyway."SignStorey sells the ads to consumer products goods companies whose products are in the stores. "Those same companies advertise with us, too," says Schweitzer. "We may bring in a car company or financial services or a sporting goods company. If the advertiser is interested, we will make it very easy, very turnkey for them."CBS chose to start with supermarkets because it made the most sense, says Schweitzer. "We're a mass consumer, female-oriented network. Our target viewer is a Baby Boomer mom 35 years old and up, and they are in supermarkets every single day," he says, adding that the company is looking to expand into other areas in the future. "We've been talking to more than a dozen companies in the place-based area, everything from gas stations to hair salons to convenience stores. This is a growing field. Everyone seems to have some piece of the action."

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