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DETROIT -- Digital advertising at the pump can be lucrative, as 70 percent of participants in a recent Nielsen Media Research study recalled advertising shown on the Gas Station TV (GSTV) network, a provider of digital out-of-home media at gas pumps, the company stated.
In addition, 78 percent of participants agree that GSTV is a good source of product information, while 84 percent will watch or listen to GSTV at their next visit, according to the study that surveyed nearly 6,700 station customers over 33 four-hour dayparts at 20 client provided stations in the greater Atlanta, Chicago, Los Angeles and New York areas.
"The research in this year's study of expanded markets shows consistency in the data that people are engaged in their viewing of GSTV while they pump their gas," Paul Lindstrom, vice president of Nielsen Strategic Media Research, said in a statement. "We are excited about our expanded relationship with GSTV for regular audience measurement during 2008. GSTV is committed to providing the advertising community with the tools to simplify the buying process."
The study also found that advertising national brand recall on the GSTV network averaged 50 percent among respondents recalling one or more brands, while 84 percent of the key 18- to 24-year-old demographic recalled more than one ad, the company stated.
"We all know the TV commercial is not dead," David Leider, CEO of GSTV, said in a statement. "Yet, with DVR penetration reaching its tipping point and millions of people each week getting their TV fix 'off the couch' where they work and play, advertisers are forced to develop new and creative ways to engage their audiences. At-the-pump digital video from GSTV, printable maps and driving directions have transformed the gas station into a true media destination -- and some of the nation's largest, most recognized brands are taking notice."