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Nielsen reports 70 percent ad recall for gas pump digital screens
January 27, 2008
DETROIT — Gas Station TV has announced the result of a Nielsen Media Research study that said 70 percent of participants recalled advertising shown on its network. The study also showed that 78 percent of participants agree that GSTV is a good source of product information, and 84 percent will watch or listen to GSTV at their next visit.
The study was conducted at GSTV-equipped gas stations in some of the nation's top media markets including New York, Los Angeles, Chicago and Atlanta.
"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," said Paul Lindstrom, vice president, Nielsen Strategic Media Research.
Results from the study also showed that advertising national brand recall on the GSTV network averaged an extremely high 50 percent among respondents recalling one or more brands. Additionally, 84 percent of the key 18-24-year-old demographic recalled more than one ad.
"We all know the TV commercial is not dead," said David Leider, CEO of GSTV. "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."
GSTV has more than 30 million viewers a month in more than 365 cities. The company is in partnership with some of the world's most recognized advertisers, gas station retailers and pump technology providers. Most recently, GSTV entered into partnership with CBS Corp. to provide viewers with the dynamic mix of news and customized entertainment content.
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