Tesco, Britain's largest supermarket chain, claims a palpable hit for its new instore TV channel at the conclusion of its pilot scheme.

J C Decaux International, the French outdoor and ambient media giant handling sales for Tesco TV, reports that the sixty-two brands participating in the three-outlet trial outsold by an average of ten per cent the same brands in six control stores where TV was replaced by traditional point-of-sale promos.

Consumers interviewed at the three test stores were "broadly positive" about the new concept, says Decaux group sales director Spencer Berwin. But in the trial's early days it was found necessary to step-up ad display frequency before Tesco TV made an appreciable impact on sales.

"What the trial results provide is the information brand owners need to create adverts that work on Digital Retail Media and deliver a sizeable return on investment," says Berwin.

Following the pilot, the test will extend to one hundred Tesco stores before rolling-out to 300 outlets by December. Programme content includes a range of lifestyle tips, news, ads and public information films.

Data sourced from: mad.co.uk; additional content by WARC staff