Co-op to permit third-party ads on in-store TV

The Co-operative Group is to allow third-party advertising, alongside promotions for its own lines, on an in-store television network it is rolling out across its 1,700 UK stores.

London-based ABC Media has been appointed by the group to sell advertising space to brand owners on the point-of-purchase system. It is the first time the company has used in-store TV.

Integrated agency Pavilion has developed and is handling content for the screen network. It will be able to create product ads on a daily basis, using store data such as audience profile, store format and seasonal relevance to refresh and target campaigns.

Co-operative Group marketing and communications manager for food retail Nicola Bannon says: “The ability to communicate with our customers on such a targeted level means we can raise awareness of the depth and breadth of our retail offer.

“Being able to focus communication store-by-store reinforces our commitment to being the community retailer,” she adds.

Although initially to be installed at tills, The Co-op says the flexibility of Pavilion’s content system means screens could appear elsewhere in stores.

Last month, The Co-op consolidated its &£20m media account into Rocket. The agency was understood to have pitched competitively against incumbent agencies MediaCom North, TCS North and Starcom.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here