OPERATIONSRETAIL BY LAURAGLASS AND MARKWARD, SR. The new trend in customer marketing TV AT THE PUMP
Gas Station TV reaches 27 million viewers per month in more than 100 markets
M 22 JANUARY/FEBRUARY 2011
OST CONSUMERS PATRONIZE GAS stations to fill up their tanks. But petroleum retailers know their highest margins are generated by inside sales and such onsite profit
centers as car washes. Pump toppers are proven means for advertising
convenience store products and ancillary services. But in addition, TV programming on in-pump color monitors not only engages customers, but can yield measurable results. “Nielsen research proves that providing this for the consumer lifts c-store sales,” said CEO David Leider of Gas Station TV (GSTV) in Birmingham,Mich. A Nielsen audit found GSTV reaches 27 million
viewers per month in more than 100 markets, including 24 of the top 25. Another network,
Outcast of Santa Monica, Calif., is seen by 23 mil- lion monthly viewers over more than 12,000 screens nationwide. And two years ago Outcast joined forces with PumpTop TV of Irvine, Calif., a network that reaches 20 million viewers on 10,000 screens in major markets from coast to coast. National advertisers also endorse video market-
ing. Those on PumpTop TV, for example, have included American Express, Bank of America, Chevrolet, Pontiac, Saturn, Mobil 1, Delta, Best Buy, CVS Pharmacy, Carl’s Jr., Jack in the Box, Subway, Dunkin Donuts, Gatorade, Red Bull, Verizon, and Sony Pictures. PepsiCo Inc. recently named Gas Station TV the
winner of its Best Retail Marketing Campaign of the Year for 2010. “If you can drive a relevant mes- sage in a relative space, then it brings value to the
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