Shoppers will start seeing network TV in 1,300 supermarkets nationally as CBS takes to the in-store airwaves.
CBS has signed an exclusive deal with in-store services firm SignStorey to run original, customized entertainment features on supermarket TV sets.
TV networks have been losing ground to in-store media as CPGs embrace shopper marketing. SignStorey gives CBS a venue to reinforce advertising on the network and extend its own brand at retail.
CBS will offer ad time on the in-store network to advertisers of its flagship TV network. (SignStorey also sells ad time directly to CPGs.)
Programming will begin June 1 on SignStorey's 42" digital screens in perimeter departments, including produce and deli, at Albertsons, Jewel Stores, Shaws, Star Markets, Acme, Price Chopper and Pathmark. CBS will provide original-content segments from CBS Entertainment, CBS News, CBS Sports and sisters CBS Paramount Television and King World.
"This completes the circle of reach and recall from network television to retail response and sales at the store level," said CBS Marketing Group President George Schweitzer in a statement. "By bringing CBS content to this environment, we have created a new level of entertainment and an exciting advertising platform that connects with our viewers and the stores' customers."
CBS also provides content to American Airlines and Royal Caribbean Cruise lines for their on-board TV channels.
Six-year-old SignStorey cut a content deal in October with Meredith Corp., which provides content from its magazines for SignStorey to produce segments that run in-store. Meredith's magazines include American Baby, Better Homes and Gardens, More, Ladies' Home Journal and Family Circle. The network reaches 11 million shoppers each week, according to Fairfield, CT-based SignStorey.
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