Retail backs new Brits format as TV show lifts acts' profiles. (Brits News).

Retailers were expecting Coldplay, Tom Jones and Justin Timberlake to figure among the big Brits sales winners following their performances at this year's event.

However, the full Picture of who gained most from last Thursday's show was not set to emerge until the publication of yesterday's (Sunday) artist albums chart, as most buyers reacting were unlikely to reach stores before the weekend.

HMV's product director Steve Gallant concedes that by last Friday it was too early to properly gauge retail demand. "The new format worked really well for the TV show, which after all is what it's all about," he says. "The press coverage is amazing, which will help counter some of the more negative stories about the market decline."

The decision to go "as live" resulted in a change in emphasis on press for the show. Both the ITV1 and BBC1 early evening news bulletins were given the option to announce six of the show's 14 winners, while the same-night TV show changed the landscape for the usual barrage of morning-after press coverage.

But press coordinator for the show Bernard Doherty, of LD Publicity, says he is delighted that the coverage held up well. "We were really pleased that going live didn't affect the press coverage at all," he says. "We still got lots of coverage in the tabloids."

Gallant says the show's performers traditionally benefit most from increased sales, highlighting the fact that Sting's outstanding contribution award last year drove his greatest hits album to number one. The retailer's two-for-22 [pounds sterling] Brits ...