Retail Powerhouse

To help us move our conversations past mere methodologies, here is a list from the Food Marketing Institute (FMI) that defines the different types of stores and different types of formats.

By Store Type

Grocery Store — Any retail store selling a line of dry grocery, canned goods or nonfood items plus some perishable items.
Supermarket—Any full-line self-service grocery store generating a sales volume of $2 million or more annually
Convenience Store— Any full-line, self-service grocery store offering limited line of high-convenience items. Open long hours and provides easy access. The majority sell gasoline with an annual sales of $2 million or more.
Independent — An operator of fewer than 11 retail stores.
Chain — An operator of 11 or more retail stores.

By Store Format

Conventional Supermarket - The original supermarket format offering a full line of groceries, meat, and produce with at least $2 million in annual sales. Conventional stores will realize 9% of their sales in GM/HBC. These stores typically carry approximately 15,000 items, offer a service deli and frequently a service bakery.
Superstore - A larger version of the conventional supermarket with at least 40,000 square feet in total selling area and 25,000 items. Superstores offer an expanded selection of non-foods (at least 10% GM/HBC).
Food/Drug Combo - A combination of superstore and drug store under a single roof, with common checkouts. GM/HBC represents at least one-third of the selling area and approximately 15% of store sales. These stores also have a pharmacy.

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According to AdAge, NBC charged $100,000 for a 30-second commercial during the last show of Katie Couric on the Today show - That’s about twice as much as what their usual rates are.

I’ve seen several commercials on NBC for Hannaford Brothers (Delhaize America) as well as Shaw’s (Albertsons, uhm, I mean, SuperValu) and every so often for Wal-Mart as well.

Fifty grand is a lot of money to spend for a 30 second ad. Do you think they are more effective than running in-store promotions that actually pass on to consumers as ’savings’?

What about for suppliers? Do some retailers make you pay partially for these generic commercials (particularly if your product is shown)? Do you find them more effective than in-store promotions?