According to research conducted by GfK Custom Research North America, consumers' recall of ad messages from the Premier Retail Networks' (PRN) Checkout TV was up 18 percent in 2008 compared to the year before.
Sixty percent of consumers recalled brand messages, according to the study with 70 percent of those saying "it influenced their intent to buy the product in the future."
PRN's retailer customers in the U.S. include Best Buy, Costco, Pathmark, ShopRite, Supervalu and Wal-Mart Stores. According to PRN, U.S. viewership of Checkout TV is coming up to the 100 million mark with viewership increased 8.4 percent in 2008, according to a viewership study by Knowledge Networks Inc.
Richard Fisher, president of PRN worldwide, attributed the growth of Checkout TV to it serving "retailers, shoppers and advertisers equally well."
Discussion Questions: What do you think could
be behind an 18 percent year-over-year increase in message recall for
ad messages broadcast at store checkouts? What is the key to effective
messaging at the checkout? What are your thoughts about the ability of
checkout messages to influence future purchases?