InStore Audio Network Reaches 39 Million Daily

RADIO ONLINE | Wednesday, April 16, 2014 | 1:42pm CT

InStore Audio Network reaches 39 million shoppers on an average day, according to new audience study by Edison Research. InStore Audio Network is the leading provider of in-store audio advertising in Drug, Grocery and Mass Merchandiser stores.

The research was conducted at a national sample of stores in the InStore Audio Network where the number of shoppers exposed to in-store audio were counted and a sample of shoppers were interviewed in order to measure how much time was spent in each store, how many visits were made to each store each week. The surveys were also used to measure the basic demographics of the InStore Audio Network audience.

The major findings of the study are:

• The stores in the entire InStore Audio Network (including drug, grocery and mass merchandiser stores) have an average of 39 million daily visits from shoppers ages 12 and older.
• The total number of weekly impressions for a commercial that runs once per hour on the InStore Audio Grocery and Mass Merchandiser Networks and twice per hour on the InStore Audio Drug Store Network is 140 million. This is equivalent to a national daily rating of 7.6.
• The total number of shoppers who visit at least one of the stores in the InStore Audio Network during a typical week is estimated to be 104.6 million or nearly 40% of the national population of ages 12 and older.
• The average number of shopping visits per week is 2.46 times for the Drug store, 2.73 times for the Grocery stores and is 2.24 times per week for the Mass Merchandiser stores. InStore Audio Network Press Release 2 Edison Research 2014
• The average length of a shopping trip in Drug stores is, on average, 19 minutes; it is 26 minutes in Grocery stores and 32 minutes in Mass Merchandiser stores.

"Our research demonstrates that InStore Audio Network reaches an extremely large number of shoppers each day in a captive audio environment. A commercial played once per hour in the InStore Audio Network reaches in one day more than double the average primetime audience of a commercial on one of the four major broadcast networks," said Joe Lenski, Executive Vice President of Edison Research. "Our research over the past seven years also shows that both the number of visits per week and the amount of time that shoppers spend in drug and grocery stores has remained steady."

In addition to physically counting shoppers in both Grocery 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