DETROIT -- Gas Station TV said 70% of participants in a recent Nielsen Media Research study recalled advertising shown on its network. The study also showed that 78% of participants agree that GSTV is a good source of product information, and 84% 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 [image-nocss] they pump their gas," said Paul Lindstrom, vice president of Nielsen Strategic Media Research. "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."
Results from the study also showed that advertising national brand recall on the GSTV network averaged an extremely high 50% among respondents recalling one or more brands. Additionally, 84% 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. GSTV has once again proven that it is an effective strategy for reaching today's on-the-go consumer. 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. As the Nielsen numbers show, consumers are willingly engaged in GSTV's content and extremely receptive to our advertisers' messaging."
With more than 30 million viewers a month in more than 365 cities in the nation's top media markets, GSTV 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 to provide viewers with news and customized entertainment content.
The GSTV research was an intercept study conducted across 33 four-hour dayparts at 20 client provided stations in the greater Atlanta, Chicago, Los Angeles, and New York areas Aug. 10-23, 2007. Interviews were conducted with 595 station visitors 18 and after they completed their refueling experience. Viewing estimates assume 100% media compliance. Recall estimates reflect total unaided, aided and photoprompted recall. Agreement estimates reflect strongly and somewhat agree on a five-point scale.
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