Consumers Are Receptive To In-Store Audio Advertisements.

Consumers are receptive to in-store audio advertising with more than half (55 percent) of shoppers recalling commercials heard while shopping, according to a new study by Arbitron Inc.

The Arbitron Retail Media Study: The Impact of Retail Audio Broadcasting found that nearly half (46 percent) of U.S. primary household shoppers, age 18 and older, recalled hearing retail audio or in-store audio broadcasting during their most recent grocery store visit and more than half (57 percent) think ad-supported retail audio is an acceptable form of advertising. Among these shoppers who recalled hearing a retail audio ad, more than 40 percent made a purchase they were not planning to make. More than one-third (36 percent) purchased a different brand from they one they originally intended after hearing a retail audio commercial or promotional announcement.

“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 Diane Williams, analyst, Custom Research, Arbitron. “With the consolidation of supermarket chains and advances in technology, retail audio broadcasts in stores can function like a broadcast network.”

In-store Shopping Habits

The majority (94 percent) of primary household shoppers – who recalled hearing audio retail commercials – heard spots for sales items available in the grocery or drugstore. Nearly three-fourths (72 percent) of these shoppers recall hearing promotions for items that were not necessarily on sale. Seven in 10 of these shoppers have a positive attitude toward retail audio advertising.

The majority (93 percent) of primary household shoppers, 18 or over, visit a grocery store each week and more than two-thirds (69 percent) spend 30 minutes or more in the store during their most recent shopping trip. Women compose the majority of shoppers who recall hearing audio during their most recent trip to the grocery or drugstore. Women, age 35 and older, make up nearly 60 percent of the retail audio broadcast audience.

To view study CLICK below (Adobe Acrobat Reader required):

http://www.arbitron.com/downloads/retailmediastudy.pdf