Premier Retail Networks Announces Results of New Research Study for the Wal-Mart Television Network

Premier Retail Networks Announces Results of New Research Study for the Wal-Mart Television Network

Results From New Research Study Demonstrate Effectiveness of Wal-Mart TV Network

Viewers of Network Are Highly Motivated, and More Likely to Purchase Advertised Brands

SAN FRANCISCO, Nov. 15 /PRNewswire-FirstCall/ -- Premier Retail Networks (PRN), a wholly-owned subsidiary of Thomson SA (Euronext: 18453) (NYSE:TMS), announced today the results of its most recent research study for the Wal-Mart Television Network, a network of televisions strategically placed throughout Wal-Mart stores that air a customized mix of informative content and advertising. The study (conducted by TNS) measured the ability of Wal-Mart TV to drive positive brand equity, motivation and purchase for advertised brands.

The results from TNS's 2005 study, conducted with over 5,500 Wal-Mart shoppers, highlight that customers who have viewed advertising for specific brands on Wal-Mart TV are significantly more likely to:

-- Agree with positive statements about those brands (61% agreement)(1)
vs. customers who did not see those same advertisements (40%
agreement).(2)
-- Purchase the advertised product "today" (15% vs. 4%)(3)
-- Plan on purchasing the product "in the future" (85% vs. 62%).(4)

The study also demonstrated that advertising on Wal-Mart TV drives significantly higher motivation levels than advertising for similar brands on in-home TV.

Mark Mitchell, Executive Vice President of Advertising Sales at PRN, commented, "The purpose of this research was to quantify the impact of Wal- Mart TV. These results combined with the latest Nielsen study viewership numbers show that advertising on in-store television is not only a great way to reach a massive audience of viewers, it is also a highly effective way to drive positive brand equity, motivation and purchase. The TNS study results clearly highlight that consumers viewing an advertisement on WMTV are significantly more likely to make a brand purchase decision for that product today and in the future. "

Eric Bindelglass, President of PRN Corporation, commented, "While we have conducted viewership studies annually for the past few years, we are very excited to release the results of the first network wide study to measure Wal- Mart TV's influence on the viewer's awareness of ad messages, their motivation towards the brand, and purchase intent. The effectiveness of our Network for advertisers is evident and consistent with previous smaller, internal studies of these metrics that we have conducted in the past."

"Understanding how advertising works to motivate viewers is essential to building and maintaining sustainable relationships with consumers; at the point of purchase, it is even more important," noted David Klein, Vice President, TNS Media and Entertainment Group. "Research that goes beyond just measuring exposure and awareness to understanding motivation and drivers of purchase will help PRN and its advertising partners meaningfully communicate to retail shoppers at the most critical stage of the purchase process."

TNS intercepted 5,630 customers at the exits of 20 geographically dispersed stores installed with Wal-Mart TV Network Next Generation configurations. Research took place over three waves between March 28 and May 15, 2005.

About PRN Corporation

Founded in 1992, the PRN Corporation operates the PRN Network, the largest in-store television network in the United States based on the number of consumers reached each month. Through the PRN Network, PRN enables national and local advertisers to target consumers in over 5,000 leading retail stores in all of the 210 media markets designated by AC Nielsen in the United States. PRN works with retailers and advertisers to create in-store television programming that includes entertainment, news, product information, advertising and community content. Retailers carrying the PRN Network include Albertsons, Best Buy, Circuit City, Costco, Jewel-Osco, Pathmark, Ralphs, SAM'S CLUB, Sears, Shaw's, ShopRite, Star Market, and Wal-Mart Stores. Based on information provided by several third-party research firms and retailers, PRN Network is watched more than 180 million times each month by consumers in retail stores. PRN's headquarters are in San Francisco, California. PRN is wholly-owned by Thomson SA (Euronext: 18453, NYSE: TMS, www.thomson.net), the world leader in integrated solutions (technologies, equipment and services) for the entertainment and media industries. For more information, please visit http://www.prn.com/ .

About TNS

TNS is a market information group. We are the world's largest custom research company and a leading provider of social and political polling. We are also a major supplier of consumer panel, TV audience measurement and media intelligence services.

TNS operates a global network spanning 70 countries and employs over 13,000 people. We provide market information and measurement, together with insights and analysis, to local and multinational organizations.

We combine our specialist sector knowledge with expertise in the areas of new product development, motivational research, brand and advertising research and stakeholder management to bring our clients up-to-the minute, internationally consistent information.

We think differently to help our clients build competitive advantage, making TNS the sixth sense of business.

(1) TNS, Ad-aware customers who were category purchasers.
(2) TNS, Non-ad-aware customers who were category purchasers.

(3) TNS, Five-brand average. Ad-aware and non-ad-aware customers who were category purchasers.

(4) TNS, Five-brand average. Ad-aware and non-ad-aware customers who were category purchasers.

Source: PRN Corporation

CONTACT: Genet Garamendi of Premier Retail Networks, +1-415-808-9167, or
Genet_Garamendi@prn.com; or Erica Pettit, +1-212-850-5614, or
epettit@fd-us.com, or Evan Smith, CFA, +1-212-850-5606, or esmith@fd-us.com,
both for PRN

Web site: http://www.thomson.net/

Web site: http://www.prn.com/

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