Clear Channel is on the verge of signing a deal with the
independent sales house Mediaventures, to back the development of
in-store radio stations for Britain’s shopping chains.
Mediaventures will initially develop independent radio stations for the
retail market, but eventually it hopes to support the stations with a
range of outdoor advertising sites, such as screens outside
The sales house will also be looking to expand into other retail
Westside Broadcast Sales, the radio sales arm of Mediaventures, already
sells airtime on Asda FM, which enjoys a potential audience of ten
million shoppers every week. WBS will continue to sell airtime for the
new retail radio stations.
Clive Reiffel, consultant to Mediaventures, said that Clear Channel’s
investment stake in the new venture could not be confirmed. But he said
the company’s involvement would ’give Mediaventures the financial clout
and credibility to pitch to the agencies’.
Reiffel admitted that, as in-store radio operates outside of Rajar
audience research, agencies still need to be persuaded of its worth.
’Commercial radio listeners don’t have control. We need to establish the
effectiveness of in-store radio, based on quantifiable research, and
convince people this is a very different kind of advertising,’ he
’Although sales can be recorded by a barcode to ascertain the link
between a sale and the radio advertisement, part of the new venture will
be to provide better evidence of success.’
A media agency source said: ’If in-store radio is presented to the
agency as part of a scheme to reach people via radio, big screens and
maybe posters before they are about to spend money, then we might be