Tesco rolls out in-store TV channel

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[London] Tesco, the supermarket chain that is the U.K.'s largest retailer with 10 million customers per week, is starting an in-store TV channel and plans to broadcast in 300 of its 850 outlets by year-end. Paris-based outdoor advertising giant JCDecaux is selling 10-second ad slots for the channel, which Tesco is calling Digital Retail Media.

In trials at eight stores, sales of featured brands rose an average of 10%, with some products up 60%. Tesco wouldn't identify the brands. As well as ads, content will include recipe ideas, beauty tips and information on healthy living, plus news headlines and public information films.

Stores will be divided into seven zones: grocery; health and beauty; beer, wines and spirits; cafes; home entertainment; counters and the central "power" aisle. A 10-second spot in the grocery zone, for instance, costs about $90,000 for two weeks; prices vary by zone. Content length will be adjusted to the "dwell time" in the different zones. Digital Retail Media will be in 100 stores by June.

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