Is TV Advertising an Essential Part of Shopper Marketing?

Sure. And it's called Retail TV.

Take 7-Eleven, for example. The company is the process of rolling out its own video service to over 6,200 stores in the US and Canada, and once the more than 12,000 screens are in place and delivering information, entertainment, and advertising to shoppers, 7-Eleven will be in a position to reach 190 million viewers every month.

The programming mix will be divided among 7-Eleven advertising (38%), in-store brands (29%), outside, non-competitive brands (26%), and news and weather (7%), playing on a three to five minute loop.