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July 06, 2005
Consumers are receptive to in-store audio advertising

Arbitron has recently released the results of a study on the Impact of Retail Audio Broadcasting. The idea behind this research is to analyze consumer awareness and attitudes toward grocery and drugstore music broadcasting, in order to understand the benefits for advertisers to place ads on a retail audio broadcast network. Among the findings, Arbitron discovered that 46 percent of shoppers recall hearing a retail audio during their most recent grocery store visit, 57 percent think ad-supported retail audio is an acceptable form of advertising, 18 percent recall hearing retail audio commercials and promotional announcements in a grocery store, 25 percent think that retail audio advertising would influence their buying decisions.

The study is available for download here (opens .pdf).

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