PoliMi research: in-store radio spots increase sales of the advertised products by 19,5%

According to research by the Retail Media Working Group of the Polytechnic University of Milan, in-store audio spots resulted in an estimated increase of 19,5% in sales of the advertised products.

The study – conducted in collaboration with 5 Senses, the brand of My Radio Store, which measured the effect of a data-driven audio campaign in 8 Carrefour Italia stores, now part of the NewPrinces Group – highlights the potential of in-store radio as an advertising communication tool in retail media, precisely when consumers are in front of the shelves and choosing what to buy.

The comparison with 30 placebo groups, made up of comparable stores where the spots were not present, further reinforces the result: none of the 30 recorded an equivalent increase to the one estimated in the stores involved in the trial.

The three products in the trial

The trial took place from 20 August to 2 September 2026 in 8 Carrefour stores in the Iper, Market and Express formats and focused on 3 products: anchovies, crostino and prosecco.

The study followed the logic of an incrementality test (lift test): to measure the effect of the campaign, the researchers compared product sales in the stores involved with those recorded in 176 Carrefour stores where the spots were not present, using 58 weeks of data (August 2025 – September 2026). The analysis was based on a statistical model (generalised difference-in-differences) designed to isolate the effect of the campaign from other variables that can influence sales, including promotions, seasonality and the specific dynamics of individual stores.

The estimated average increase in units sold was 19,5%. Specifically, the increases were 23% for anchovies, 15% for the crostino and 20% for the prosecco.

To further verify the robustness of the result, the researchers repeated the analysis on 30 groups of 8 stores without spots, comparable in terms of format and geographical area to those involved in the trial; none of the 30 placebo groups reached the increase estimated in the campaign stores. If the spots had no effect, the probability of obtaining such a high result would be approximately 3%.

The comments

"Retail media is evolving towards models in which measuring effectiveness is central. This research contributes to the debate by showing how in-store audio can also be assessed through a quantitative approach, relating campaign activation to sales results. This is a fundamental step towards understanding the contribution of the different touchpoints in the store and developing increasingly measurable communication strategies," explains Nicola Spiller, director of the Retail Media Working Group of the Digital Innovation Observatories at the Polytechnic University of Milan.

"The human element is indispensable for finding the balance between commercial effectiveness and people's wellbeing. In-store radio must encourage purchases while also creating a pleasant atmosphere for customers and for those who work in the store every day. Sensitivity and experience are needed to balance music and messages, respecting the context and the timing of listening. This care contributes to the quality of the experience and can encourage people to spend time in the store and return to the store later," observes Marco Villani, chief executive officer of My Radio Store, the company that owns the 5 Senses brand.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.