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POWER FOR SUPERMARKETS
cial items: schedules have been heavied up for openings and special events.
Despite the relative newness of Bells-IGA radio announcements the Bruskin firm, which has done a number of RAB studies, found heartening evidence of radio's sales vitality.
A total of 511 women outside Bells-IGA supermarkets who had purchased one or more items of meat, produce, canned or baked goods were interviewed, often within a few seconds of leaving the check-out counter.
89% reported they had seen or heard some form of Bells-IGA advertising, and as might be expected, most first mentioned newspapers.
However, when asked "Have you heard any radio commercials for Bells-IGA' Supermarkets?" 40.9% said they had and proved their familiarity by mentioning specific grocery items or copy points.
Of those aware of the supermarkets' radio spots, 38.3% mentioned items on sale, and an additional 10.5% mentioned specials of the day. week or weekend.
Particularly significant to radio and advertising men were the questions linking radio awareness to actual purchasing. Newspapers which have long contended that "radio is just good for institutional advertising" will find their arguments refuted by the Bruskin figures.
49.8% of the shoppers who were aware of Bells-IGA radio commercials reported that they had purchased Bells-IGA radio-featured specials.
Among the radio-featured specials most mentioned as having been purchased were bacon, 23.1%; eggs. 19.2%; sugar, 18.3%; meat (any mention), 9.6 %; coffee, 7.7%; cooking oil or shortening, 6.7% ; chicken. 5.8%: butter. 4.8%; vegetables. 3.8%.
Equally interesting were the facts uncovered by Bruskin Associates on radio listening during the day of interviewing.
42.3% of the Bells-IGA shoppers had listened to radio that day. Their
ELL5
CONDUCTED outside 13 Bells-IGA stores, the Buffalo study surveyed only the women who had actually purchased canned goods, baked goods, meat or produce at the supermarkets
Highlights of the Bells-IGA study
la 40.9% of shoppers had heard Bells-IGA commercials though announcements had been on the air only seven months.
2. 49.8% of those who had heard Bells-IGA radio announcements had purchased radio-featured specials.
3.
RddiOfeatured specials most often purchased :
BACON 23.1%
EGGS 19.8%
SUGAR 18.3%
MEAT (any mention) 9.6%
COFFEE 7.7%
4. TWO-fifthS of women had heard the radio on the day of the interview.
5. 54% of those who had heard the radio that day. did so within an hour before shopping.
SPONSOR
2 OCTOBER 1961
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