Compass Media Marketing has taken over ad sales representation for Point of Purchase Radio (“Pop Radio”) in a multi-year deal starting 3-26. POP Radio’s national coverage is now 18,465 stores. This includes the addition of Roundy’s grocery stores along with several other smaller additions to the Grocery and Drug store coverage.
“The addition of one of the most respected grocery retailers in the U.S., Roundy’s Supermarkets, fortifies our coverage in the Mid-West and provides the highest penetration in the Milwaukee market,” said Jeff Shapiro, Chairman of POP Radio.
Roundy’s operate under several banners including Roundy’s, Copps, Rainbow and Mariano’s. Gary Seem, President of POP Radio added, “POP Radio delivers audio messages at the point-of-purchase in every DMA in the lower 48 states. Any packaged goods marketer who utilizes traditional broadcast media and wants to reach shoppers at that critical moment just before the purchase decision is made needs to include POP Radio in their marketing plans.”
To quantify the reach of POP, Edison Research was commissioned to calculate audience exposure. Through actual store visits and face-to-face interviews, Edison’s methodology has accurately measured listenership by including time spent shopping (a network radio TSL equivalent) and physically counting the shoppers present when the messages air. An annual update to this data is planned for later this year.