BIRMINGHAM, Mich. -- As reported last week, Gas Station TV, the sole provider of ESPN sports content at the pump, and ESPN have extended their agreement to offer a deeper brand integration platform for advertisers. PepsciCo's AMP brand was the first to take advantage of the deal. GSTV is now releasing data from a pre- and post-campaign study in which it used Nielsen to determine the effectiveness of two AMP campaigns.
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Two studies were conductedone for AMP Energy Juice, which ran in about 30 markets, and one for AMP Energy, which was concentrated in 10 market areas. Both programs ran over the course of eight weeks from March to May 2010.
AMP Energy purchase intent nearly tripled after the eight-week campaign on GSTV, proving the effectiveness of GSTV as a core platform for consumer packaged products, specifically beverages. Nielsen executed pre- and post-campaign studies to measure the shift in behavioral and attitudinal metrics of viewers regarding AMP Energy and AMP Energy Juice before and after campaign flights on GSTV.
Across the board, both AMP Energy and AMP Energy Juice experienced significant lift in every purchase intent and brand opinion metric measured across the pre- and post-campaign studies, GSTV said.
Key findings from the studies included: Purchase Behavior: The percentage of people who stated they were likely to purchase the brand within the next four weeks grew 150% for AMP Energy Juice and 277% for AMP Energy after each campaign ran on GSTV. Additionally, the percentage of people who demonstrated AMP Energy brand top-of-mind awareness rose 213% after viewers had an opportunity to view the campaign on GSTV. Brand Opinion: The percentage of individuals who were willing to recommend AMP Energy Juice to friends and family grew 150%, while favorability of AMP Energy among GSTV viewers grew 106% by the campaign's end. Ad Recall: AMP Energy Juice and AMP Energy delivered 54% and 40% ad recall, respectively, among respondents who looked at, watched, or listened to GSTV during the post-campaign study.
The AMP Energy and AMP Energy Juice research initiative included multiple onsite research studies conducted at GSTV-equipped U.S. gas stations in top media markets. More than 800 fueling customers over the age of 18 at participating stations were randomly selected to complete a five to seven minute survey measuring a wide range of metrics, including media engagement, purchase intent, brand opinion and ad recall.
"As the only independently audited network in the gas space, via The Nielsen Co., we are always focused on providing solid research to back up our value proposition to clients. Now we are showing ultimate effectiveness by demonstrating how consumers' brand preference grows exponentially after the campaign runs on our network," said David Leider, CEO of Gas Station TV. "We have found that our platform tremendously improved consumer attitude towards the AMP products and we project like results for other products in the category."
With annualized revenues of nearly $60 billion, Purchase, N.Y.-based PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Its main businesses are Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade.
Birmingham, Mich.-based GSTV is the largest national away-from-home television network delivering a one-to-one consumer viewing experience. GSTV is the only digital TV network at the pump with Nielsen Media Research-verified viewership, demographics, dwell time, network size and recall, providing media buyers confidence in GSTV commercial airtime purchases. GSTV delivers entertaining and informative content with hyper-local targeting down to an individual station, motivating a mass audience, just steps away from the convenience store.
GSTV connects with captive consumers for four to five minutes during a natural pause point in their day when they cannot channel surf or skip past your message with a DVR. Programming includes exclusive news and entertainment segments from NBCU, sports from ESPN, local weather from AccuWeather and GSTV's original content program, "Your Neighborhood."
A tool for driving business for advertisers and increasing the revenue stream for gasoline retailers, GSTV delivers nearly 27 million monthly viewers at the pump in more than 100 U.S. designated marketing areas (DMAs) at 13 of the nation's leading gasoline retailers.
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