Perspectives, News & Opinions From The Researchers At Edison

Edison Research Shows Increase in POP Radio Audience of In-Store Audio Advertising in Drug, Grocery and Mass Merchandiser Stores

Entry by Tom Webster | Wednesday, February 25th, 2009 | Permalink

Edison Research, a leading market research company based in Somerville, New Jersey, announced the release of research that measured an increase in the total audience for POP Radio, LP (Point-of-Purchase Radio), a leading provider of in-store audio advertising in Drug, Grocery and Mass Merchandiser stores. This study updates POP Radio audience estimates originally released in 2007.
Edison’s clients include many of the nation’s largest broadcasting companies and music labels as well as Arbitron, Inc. Edison Research also conducts the election exit polls for the major television news networks and the Associated Press.
The research solicited consumer feedback to in-store audio as well as physically counted the number of shoppers exposed to in-store audio. The study found:
• The stores in the entire POP Radio network (including drug, grocery and mass merchandiser stores) have an average of 13.5 million daily visits from shoppers ages 12 and older every week. This is a 31% increase from the 10.3 million daily visits estimated by Edison Research for the entire POP Radio network in 2007. This increase is largely reflective of the increased number of stores in the POP Radio network.
• The stores in the POP Radio Drug Store network have a reach of 8.6 million people ages 12 and older every week.
• The stores in the POP Radio Grocery network have a reach of 19.8 million people ages 12 and older every week.
• The stores in the POP Radio Mass Merchandiser network have a reach of 5.3 million people every week.
• The average number of shopping visits per week is 2.41 times for the Drug store, 2.96 times for the Grocery stores and is 2.40 times per week for the Mass Merchandiser stores.
• The average length of a shopping trip in Drug stores was, on average, 18 minutes; it was 28 minutes in Grocery stores and 35 minutes in Mass Merchandiser stores.
• This research was able to provide measures national Gross Rating Points (GRP’s) to provide side-by-side evaluation of POP Radio with other broadcast properties by the media buying community. Unlike most nontraditional and out-of-home media, POP Radio can provide detailed GRP estimates for specific demographic targets. For example, the total daily reach of a commercial that runs once per hour on the POP Radio Grocery and Mass Merchandiser Networks and twice per hour on the POP Radio Drug Store Network would reach an estimate 7.1 million shoppers per day. This is the equivalent of a national rating of 2.8. This is a 37% increase from 5.2 million shoppers per day measured in the 2007 Edison Research audience survey.

The goals of the Edison Research study were to quantify exact audience delivery of the POP Radio advertising and to determine how many shoppers were exposed to in-store audio on a daily and weekly basis. The study results validated POP Radio current audience and revealed that a vast majority of Grocery, Drug and Mass Merchandiser shoppers are aware of messages delivered through POP Radio.
“Our research demonstrated that within Grocery, Drug and Mass Merchandiser stores, and over a demographically diverse sample, POP Radio reaches over three million shoppers each day in a captive audio environment. Many in-store media providers struggle with a quantitative method for calculating their audience. The simple methodology we employed for this study validated the POP Radio audience,” said Joe Lenski, Executive Vice President of Edison Research. “In advertising, repetition and frequency often drive results, and POP Radio delivers a hard-to-reach audience right at the point-of-purchase.”
In addition to physically counting shoppers in Grocery, Drug, and Mass Merchandiser locations, Edison Research interviewed shoppers about their shopping habits to determine frequency and length of shopping trips. The survey sample represented a cross-section of America, spanning multiple ethnicities and age groups. A cross section of stores in terms of geographic location and store size were included in the survey.
“We are extremely encouraged that the Edison study provides independent confirmation that POP Radio delivers such a solid audience and provides a powerful reach and frequency of consumers directly in the store,” said Gary Seem, President/CEO of POP Radio. “Edison Research has developed a very bullet-proof methodology – by simply counting the shoppers entering the stores and measuring time spent shopping – to prove that POP Radio is literally the largest radio station in the country, reaching millions of consumers in a captive environment at the point-of-purchase.”
To obtain an executive summary of the Edison Research survey, and learn how you can take advantage of POP Radio to target and influence consumers at the point-of-purchase, please contact Gary Seem, POP Radio at 802-362-9180.

Survey Methodology

Entrance and exit interviews were conducted by Edison Research at a national sample of Grocery Stores, Drug Stores, and Mass Merchandiser Stores from Monday, October 13th to Sunday, October 19th, 2008. Entrance and exit interviews were conducted at a national sample of Food Lion Grocery Stores from Thursday, November 13th to Wednesday, November 19th, 2008. A total of 3,950 interviews were conducted at 140 stores between 9AM and 9PM on all seven days in the week.
Edison Research recorded counts of the number of shoppers observed for each store in the sample. The calculation of total audience estimates is based upon the total number of stores in the network as reported by POP Radio Network as of November 1, 2008. The total number of stores reported in the POP Radio Network is 11,163 stores including 5,104 Drug Stores, 4,687 Food Stores and 1,372 Mass Merchandiser Stores.
About Edison Research
Somerville, NJ based Edison Research provides consumer market research and public opinion polling to businesses, governments, and news organizations throughout the world. Edison is particularly renowned for its Exit Polling techniques, and is the worldwide leader in the application of Exit Polling to consumer research. Edison Research, affiliated with many Arbitron research projects, also works directly with many of the largest American radio ownership groups, including Entercom, Citadel Radio, CBS Radio, Bonneville and Westwood One. Since 2003, Edison Research has conducted all exit polls and election projections for the six major news organizations–ABC, CBS, CNN, Fox, NBC and the Associated Press. To learn more about Edison visit www.edisonresearch.com

About POP Radio

POP Radio delivers in-store audio advertising to retailers including grocery, drug, convenience store and mass merchandiser businesses. The audio advertising, that is an overlay to the in-store music, is a comprised of retailer specific messages combined with third party national advertising. With the diversification of mainstream media, POP Radio has perfected the art of reaching consumers at the point-of-purchase, in a captive environment and only moments before the purchase decision is made. Founded in 1983, POP Radio has been delivering targeted audio advertising to retailers with proven sales lift results and a positive ROI.
As consumers are increasingly overwhelmed by the barrage of media messages delivered via traditional broadcast and print media, advertisers are searching for ways to more effectively reach and influence their prospective customers. POP Radio delivers audio messages, similar to network radio, yet in a captive environment and at the point-of-purchase where no channel surfing can occur and the consumer hears the message only minutes – or even seconds – before the purchase decision is made.
POP Radio delivers messaging – both national and local ads – to Grocery, Drug and Mass Merchandiser stores, while providing advertisers with a captive audience at the point-of-purchase. POP Radio is currently in over 11,000 stores. In addition to the Edison Research quantitative audience research, POP Radio has numerous studies of the effect on sales via matched panel scanner data research. Since 2004, these studies have shown a consistent average sales lift of 16% over control stores.
Contacts:
Edison Research
Joe Lenski, 908-707-4707
jlenski@edisonresearch.com
POP Radio
Gary Seem, 802-362-9180
gseem@popradio.com

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