Concord to drive down POS prices

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.

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

indices.



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

correct.’



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

for advertisers.



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