Abstract:

The authors recently analyzed the local audience delivery patterns of a national television, magazine and IBN in-store radio buy in concert with a local broadcast radio schedule in 25 top Nielsen DMAs. The purpose of the analysis was to identify the extent to which the exclusive reach added by the IBN component contributed to ROI by augmenting campaign reach in important sales volume areas. This paper briefly outlines some of the more significant changes that the retail grocery industry faces as the venue evolves into a retail 'advertainment' environment. It then highlights the impact of adding an IBN in-store radio schedule to two, three and four-media combination plans and provides rationale for how in-store media sales professionals can begin to break the planning barrier at major U.S. media agencies.