Neilsen Study Shows 20% Sales Uplift at GameStop TV
4 Mar 2008
In a Nielsen Company Pilot Study for GameStop TV, Channel M's in-store TV network for retail group GameStop, the system has been shown to increase the sales of advertised products by an average of 20%.
65% of all the store visitors watched or listened to the in-store programming - and 52% of the predominantly (72%) male 12-34 year old store audience spent more time in the store after viewing the content (compared to those who did not view). GameStop TV is an entertainment-based program that offers original gaming content. Topics include new releases and a behind-the-scenes look into the making of a video game.
The network running since 2006, is currently installed in around 3,850 stores and set to roll out to the rest of the GameStop estate. According to Eric Hebel, COO of content provider Channel M, “Compelling in-store content really does produce results to drive sales and reinforce the brand, as long as you have the right content.”
AKA COMMENT
Even for the converts, 20% sales uplifts have always sounded a little over-the-top. In fact we know of companies who have discounted their research results to make them sound more reasonable. However when research companies of the stature of Nielsen start to produce these kind of numbers, then perhaps it is time for all of us to start shouting about them.