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Wal-Mart in-store TV network viewership up 9 percent
SEPTEMBER 22, 2005 -- Premier Retail Networks (PRN) announced yesterday the results of its most recent viewership research study for the Wal-Mart Television Network, a network of televisions strategically placed throughout Bentonville, Ark.-based Wal-Mart stores that air a customized mix of informative content and advertising. The results from VNU's Nielsen Media Research's 2005 study highlight a 9 percent increase in Wal-Mart TV Network viewership per store (among viewers 10+) as compared to Nielsen's 2004 study. According to the new study the network delivered 49,024 gross impressions per store for the 4-week period measured by Nielsen, a 9 percent increase over the 44,857 impressions in the 2004 study. For Wal-Mart's core demographic of females (F18+), viewership increases were even stronger, resulting in a 24 percent increase in 2005 compared to 2004. The study found that shopper attitudes toward Wal-Mart TV were excellent, 88 percent percent of viewers agreed that the "network is a good thing" for Wal-Mart to offer its customers, 86 percent percent agreed that the "network is informative" and 84 percent agreed that Wal-Mart TV "provides relevant advertising." PRN reports that the network is currently installed in more than 2,800 Wal-Mart stores.
- from DDI Magazine


Here's a backgrounder article from Inc. Magazine