Is in-store TV effective?

Yes, says this study by Nielsen. It appears from the write-up that it might be sponsored by an in-store TV company, so take it with a grain of salt.

Consumers for the most part enjoy watching ad-supported media while grocery shopping and their buying decisions are often influenced by such messages.

So says a Nielsen Media Research study that examined in-store media provided by Fairfield, Conn.-based SignStorey. Albertsons and Pathmark are among the grocers that carry the SignStorey video network, which is now in 1,300 stores.

According to the study, 68 percent of those surveyed said in-store messages would sway their product purchasing decisions. Another 44 percent said they would swap a product they had intended to buy for one advertised on SignStorey.

The study, Nielsen's first customized analysis of supermarket data, gauged overall SignStorey viewership at close to 40 percent. (That figure—which represents approximately 22 million shoppers—included consumers who briefly glanced at the screens, listened to messages or watched intently for extended periods.)

Frankly, the first sentence makes me question the whole thing. I really doubt anybody enjoys it, but I'm willing to believe it might be effective. It's in line with my long-held belief that the store is the most effective marketing medium.

According to research house PQ Media, in-store TV ads tallied nearly $100 million in 2005 revenue, a 45 percent increase from the previous year.

Impressive numbers.