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    Shorter is Better at the Pumps

    Nielsen Media Research survey finds customers recall shorter television ads at the pump.

    DETROIT -- A recent Nielsen Media Research study found that customers recall shorter form 10- and 15-second advertisements viewed on the Gas Station TV Network (GSTV) opposed to traditional 30-second spots.

    "Our comparison study shows that the unique media environment at Gas Station TV proves equivalent advertising recall effectiveness with shorter form 10- or 15-second ads versus traditional 30-second ads," Paul Lindstrom, vice president of Nielsen Media Research, a division of CSNews Online's parent company, The Nielsen Co., said in a released statement..

    During a two week period, 24 GSTV-equipped gas stations in Los Angeles, Washington D.C., and Dallas were studied. Stations ran two national advertising campaigns featuring 10-, 15- and 30-second ad spots similar in style, tone and message on the GSTV Network within regular programming.

    Results of the study underscored the effectiveness of using 10- and 15-second spots. "We appreciate the opportunity Gas Station TV has given us, and the ability to learn about consumers through this media vehicle," Sriram Ramakrishnan, Werther's marketing manager at Storck USA, said in a released statement.

    Other findings from the GSTV/Nielsen Media Research study included:

    -- When comparing the recall for different ad lengths, results indicated that one 15-second spot for Werther's candy was 7 percent more effective
    than its 30-second counterpart.
    -- Nearly 90 percent of survey respondents indicated that they watched or listened to Gas Station TV while refueling their vehicle.

    "GSTV advertising research conducted over the last two years with Nielsen has consistently demonstrated incredibly strong advertising effectiveness with up to 70 percent of consumers recalling one or more ads," David Leider CEO of GSTV, said in a released statement. "Our purpose in this study was to make it clear for advertisers what we've known all along -- GSTV delivers maximum return on investment by delivering high ad recall with less out-of-pocket cost. Simply, shorter-length ad units, which cost less, delivered equivalent or higher recall and purchase intent metrics."

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