7-Eleven TV Network Gets Off to Solid Start
MELBOURNE, Fla. & DENVER -- 7-Eleven TV showed solid results in its first year of operation by increasing both sales and revenue in participating stores, according to Harris Corp., which deployed the digital out-of-home screen technology across 4,344 7-Eleven stores in 2011.
In those locations that incorporated 7-Eleven TV, national carbonated beverage brand sales were 17 to 35 percent higher than in stores that did not use the digital advertising. Targeted Hispanic-language advertising led to a 21-percent sales increase for a leading national soft drink advertiser, Harris reported.
Additionally, Nielsen's Fourth Screen Report confirmed that 7-Eleven TV advertisers are reaching targeted demographics and attracting viewers, with approximately 93,500,000 monthly ad exposures, according to the announcement. Data shows that 7-Eleven TV achieved large audience shares in key advertising demographics such as 18- to 49-year-olds and 18- to 34-year olds; strong advertising recollection with 68 percent remembering at least one ad; and strong screen recognition with 72 percent stopping to view screens.
7-Eleven TV's programming includes entertainment content such as Jimmy Kimmel Live, Access Hollywood and G4's Attack of the Show, and custom targeted advertising sold through ABC Regional Sports and Entertainment Sales. Advertisers include major brands such as Pepsi, Frito-Lay, Hershey, ESPN and the California Lottery.
"The report proves to both endemic and non-endemic advertisers that we are attracting viewers and reaching a highly sought after demographic," stated Darren Mann, co-CEO of network provider Digital Display Networks Inc.
As a result, the stores are reporting increased consumer dwell times and higher sales, added co-CEO David Veckerelli. "All of this is attributable to the power and impact of in-store digital signage."
Advertising on 7-Eleven TV can be targeted to the zip code and profile of a specific store, promoting specific items when they are most relevant to customers.
"Digital media is reaching consumers today in more ways than ever, and 7-Eleven TV proves the bottom-line impact for advertisers within the digital out-of-home model," concluded Harris Morris, president of Harris Broadcast Communications. "The Nielsen Fourth Screen Report metrics prove that strong video content and targeted advertising have a powerful influence on in-store sales."
Editor's Note: 7-Eleven does not sanction or confirm this information.