MELBOURNE, Fla. -- 7-Eleven TV significantly increased sales and revenue for advertisers across 4,344 stores in its first year of operation, said Harris Corp.
7-Eleven TV provides 24/7 programming in 7-Eleven stores, featuring national and local entertainment and news and weather, as well as advertising highlighting 7-Eleven proprietary brands, in-store and out-of-store brands and special 7-Eleven promotions.
It broadcasts programming that features entertainment content including Jimmy Kimmel Live, Access Hollywood and G4's Attack of the Show, and custom, targeted advertising sold through ABC Regional Sports and Entertainment Sales. Harris provides extensive network management capabilities across all store locations.
7-Eleven TV network advertisers include major brands such as Pepsi, Frito Lay, Hershey, ESPN and the California Lottery.
The company reported that national carbonated beverage brand sales were 17% to 35% higher in stores using digital advertising versus nondigital tactics. Targeted Hispanic language advertising resulted in a 21% sales increase for a leading national soft drink advertiser.
Also, Nielsen's Fourth Screen Report confirms 7-Eleven TV advertisers are reaching targeted demographics and attracting viewers, with approximately 93,500,000 monthly ad exposures.
Key Nielsen study figures include large audience shares in key advertising demographics including ages 18 to 49 (80%) and 18 to 34 (43%); strong advertising recollection, with 68% remembering at least one ad; and strong screen recognition, with 72% stopping to view screens.
"The Nielsen Fourth Screen Report data clearly legitimizes the digital out-of-home model as a powerful advertising medium," said John Watkins, president of ABC National Television Sales.
Darren Mann, co-CEO of digital network provider Digital Display Networks Inc. (DDN), said, "The report proves to both endemic and nonendemic advertisers that we are attracting viewers and reaching a highly sought after demographic." David Veckerelli, co-CEO, said, "As a result, the stores are reporting increased consumer dwell times and higher sales. All of this is attributable to the power and impact of in-store digital signage."
"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," said 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."
Dallas-based 7-Eleven Inc. said it did not approve the release and does not confirm the claims or other information contained in the release.
Los Angeles-based DDN's 7-Eleven TV currently airs in more than 4,300 7-Eleven convenience stores located in the top designated market areas (DMAs) in the United States, reaching more than 93 million customers each month.
Melbourne, Fla.-based Harris is an international communications and information technology company serving government and commercial markets in more than 150 countries. It has approximately $6 billion of annual revenue.
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