There is also a great Nielsen Study for Gas Station TV that says :10’s in that venue are just as good as :15’s and better than :30’s.

Here is the LINK and the article:

Gas Station TV and Nielsen Media Research Data Confirm 15's are the New 30 for Effective Ad Recall

Research study finds ROI increased with 10- and 15-second spots viewed by consumers on Gas Station TV

June 30, 2008

Gas Station TV (, a Destination Media network and the industry leader in digital out-of-home television, today reveals the results of a Nielsen Media Research study proving consumers recall shorter form 10- and 15-second advertisements viewed on the Gas Station TV Network (GSTV) more effectively than traditional 30-second spots. The results confirm shorter spots on GSTV provide advertisers with the most cost-effective method of captivating consumers as the out-of-pocket cost for these units are less than a 30-second spot.

The purpose of the research was to determine the effectiveness of shorter ads versus traditional 30-second spots on the GSTV Network during a time of increased demand for measurable return on investment.

“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,” said Paul Lindstrom, vice president of Nielsen Media Research.

The study was conducted over a two week period at 24 GSTV-equipped U.S. gas stations in top media markets including Los Angeles, Washington D.C., and Dallas, where two national advertisers featured 10-, 15- and 30-second ad spots similar in style, tone and message on the GSTV Network within regular programming. Customers over the age of 18 at participating stations were randomly selected to complete a 16-question survey measuring gas station behaviors, advertising recall and purchase intent.

Results of the study clearly show that GSTV delivers maximum ad effectiveness using 10- and 15-second spots, proving that GSTV is the most cost-effective messaging strategy for advertisers. By using shorter ads, advertisers are able to gain optimal results, producing more value for the media spend in comparison to the traditional 30-second ads.

“We appreciate the opportunity Gas Station TV has given us, and the ability to learn about consumers through this media vehicle,” said Sriram Ramakrishnan, Werther’s marketing manager at Storck USA.

Key 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. When evaluating return-on-investment (ROI), value for this 15-second ad was 108 percent greater than its 30-second equivalent on the GSTV network.

- Another 10-second spot, featuring Kellogg’s Pop Tarts on GSTV, had 2 percent higher ad recall, generating 156 percent greater ROI when compared to its 30-second counterpart on the GSTV network.

- Nearly 90 percent of survey respondents indicated that they watched or listened to Gas Station TV while refueling their vehicle.

- Among all commercial spot lengths, an overwhelming majority of survey respondents consistently indicated their likelihood to purchase the products featured on GSTV, with as much as 89 percent of consumers indicating their willingness to purchase the featured product after viewing the ad.

“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,” said David Leider CEO of GSTV. “Our purpose in this study was to make it clear for advertisers what we’ve known all along – GSTV delivers maximum ROI 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.”

“We appreciate that Gas Station TV continues to innovate and help us understand how to connect with our customers. The knowledge gained in learning about how we can use digital out-of-home television is invaluable,” said Michael Clark, Kellogg’s senior manager, customer specific marketing.

GSTV remains the only digital out-of-home gas station TV network with Nielsen Media Research-measured and verified viewership, demographics, dwell time, network size and recall, and continues to challenge itself as the industry standard with ongoing third-party measurement studies.

“Today’s active consumer, no longer tied to their television for news and entertainment, obtains information on-the-go,” said Leider. “GSTV is leading the way in helping marketers not only reach these mobile consumers away-from-home, but drive the highest ROI for their marketing efforts.”

**There’s one other NIELSEN STUDY that was recently completed, not available to the public, but available to advertisers or agencies upon specific request. REQUEST IT!