Leading outdoor specialist Concord has designed a model for
measuring the effectiveness of point-of-sale six-sheets, and is likely
to use the system to drive down contractors’ prices for these sites.
In the last 12 months, Concord’s media research arm has graded every POS
site in the UK - there are over 10,000 - using seven different
Using the data, which includes information on the frequency of shopping
visits as well as variables such as visibility, the specialist has
invented a measure called POS Impacts.
POS Impacts will allow Concord to compare different contractor packages
as well as entire supermarket group universes. It will also provide the
specialist with a strong negotiating tool to drive down prices where it
believes they are out of proportion with the site’s quality.
Nigel Mansell, Concord managing director, said: ’We launched this study
as soon as Sainsbury’s (sold by More Group) and Tesco (Decaux) came on
stream. The medium suddenly became truly national and some contractors
started demanding rates way above market expectation, seemingly based
solely on landlord commitments. We needed to prove our view was
Mansell added: ’In the absence of Postar, this model gives us a valuable
planning tool and a huge edge over the media owners. Knowing the worth
of each panel, we can eradicate historic POS pricing discrepancies.’
Concord stressed that not all the panels are over-priced. Asda panels -
sold by Maiden - were singled out as offering the best audience value