As we wait for case studies to accrue in Australia, we have a wealth of data from overseas. A very recent study from Nielsen Media Research conducted amongst about 1,000 grocery store shoppers in the US found that 68% of respondents said in-store messages would sway their purchasing decisions and 77% said it was a useful way to learn about products. Another report by Arbitron Research found that of the those shoppers who have seen in-store TV, almost 30% made an unplanned purchase as a result. In late 2005 Premier Retail Networks announced the results of a study conducted amongst over 5,500 Wal-Mart shoppers measuring the ability of Wal-Mart TV to drive positive brand equity, motivation and purchase for advertised brands. The results highlight that customers who have viewed advertising for specific brands on Wal-Mart TV are: Much more likely to agree with positive statements about those brands (61% agreement) vs. customers who did not see those same advertisements (40% agreement) Much more likely to purchase the advertised product “today” (15% vs. 4%) Much more likely to plan on purchasing the product “in the future” (85% vs. 62%). Late last year, a Nielsen Media Research study found that shoppers watched Wal-Mart TV an average of seven minutes per store visit, 44% longer than in a similar study in 2002. These large scale survey results are not exceptions. Other examples include: CompUSA (245 electronics stores) reported a 11% sales increase on a promoted line in test vs control stores, control being promoted via traditional PoS collateral, and test being promoted via screens. The increase grew to 24% when both media were used in conjunction Gamestop (3850 video game stores) measured average sales lift of 20% on advertised product (Nielson study) In Spar supermarkets (UK) a three-week ‘BOGOF’ offer on butter achieved a weighted sales uplift of 44% in both value and volume!  Post-promotion, this settled to a sustained increase of 18%! Avanti ScreenMedia in the UK measured a 104% increase in customer awareness of on-premise promotions through the use of TV screens in pubs The operator of the Sainsbury Convenience in-store network in the UK reports an average 25% measured sales uplift after in-store TV has been implemented Blockbuster’s in-store TV program generated increases of 16% on average