InStore Audio Network Reaches 35.5M Shoppers Per Day

InStore Audio Network reaches 35.5 million shoppers on an average day, according to new audience research study.  Edison Research, a leading market research company based in Somerville, New Jersey, announced the release of new research that measures the audience for InStore Audio Network, the leading provider of in-store audio advertising in Drug and Grocery 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 and grocery stores) have an average of 35.5 million daily visits from shoppers ages 12 and older.
• The total number of weekly impressions for a message that runs once per hour on the InStore Audio Grocery Network and twice per hour on the InStore Audio Drug Store Network is 121 million. 
• The number of adults reached by one ad per hour in the grocery network and two ads per hour in the drug network is equivalent to a national daily rating of 6.6.
• 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 94 million, or more than one-third of the national population of ages 12 and older.

"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 Grocery Network and twice per hour in the InStore Audio Drug Store 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 ten 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 drug store 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 ethnicities and age groups.  A cross section of stores in terms of geographic location and store size were included in the survey.

"Edison Research provides independent confirmation that InStore Audio Network reaches a larger audience than most traditional media buys.  Furthermore, our program is unique in getting our advertiser’s messages heard right at the point-of-purchase by a captive audience – the holy grail of brand and shopper marketing," said Gary Seem, President / CEO of InStore Audio Network.

Jeff Shapiro, Chairman of InStore Audio Network commented, “Since our program covers the entire store, we are the best way to reach every shopper in both Grocery and Drug stores.  A single shelf sign or display only reaches those consumers who walk past that aisle while InStore Audio Network bathes the store with an audio message that drives shoppers to buy the advertised product.”