I enjoyed the article in the Feb. 27 issue of SN on in-store TV ("Screening Rooms," Page 45).
The question of effectiveness is going to be debated for quite a while, although we've already heard a lot of grumbling from advertisers who haven't seen the sales needle move. Although the top supermarket chains are following Wal-Mart's lead and developing ad-focused networks, retailers in other channels (you mention Advance Auto Parts) are viewing the medium more as an enhancement to the store environment (and, therefore, the shopping experience) and/or an additional component for an integrated marketing program that would include merchandising, circular advertising, events, etc. That's probably the way the tactic will head eventually.
