Retail Network For He-Men Only

The next super-targeted channel advertisers might consider as a way to reach males in the 18-54 demo will not be found on a local cable television system or a satellite dish.
No, sponsors wishing to reach “real” men will have to talk to Advance Auto Parts, which is teaming with Retail Media Systems of Fort Lauderdale, Fla., to launch a private, in-store television network.
The TV system, which hit the retail aisles April 1, is scheduled to be in 2,000 stores by the end of the year 2000.
The proprietary programming will feature sports, music and lifestyle features. There will be up to 20 30-second ad messages per hour.
“Our customers tend to be real salt-of-the-earth individuals, who enjoy the outdoors and working with their hands,” said Chad Tilley, executive vice president and general manager of the Roanoke, Va.-based Advance Auto Parts. “They’re mostly blue collar and tend to be very loyal to our stores.”
Not to mention wanting box scores with their 10W40.
–Jim Osterman