Tesco is to install television screens in the aisles of it supermarkets to target customers with advertising at the point that they make purchasing decisions.

Tesco TV will provide consumers with the company’s own promotional material as well as advertising from third parties. The channel aims to be available in 300 of the supermarket’s 850 stores by the end of this year. Around 50 screens will be fitted in each of these shops in that is estimated to cost approximately £20 million.

Tim Mason, Tesco’s marketing director, said: “We have undertaken wide-ranging research among our customers to ensure Tesco TV is helpful and relevant… We are confident we have found the right proposition.”

The supermarket chain will use media group JCDecaux to sell slots on the channel to third-party advertisers. Spencer Berwin, sales director at the media group, said advertisers would need to come up with short, snappy commercials rather than the sort of 30-second brand building ads that you might see on television.

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