NAB Turns to Gas Pumps for DTV Education

The National Assn. of Broadcasters turned to an emerging out-of-home ad platform to remind consumers about the pending transition to digital TV: the gas pump.

In mid-November, an NAB spot began airing on PumpTop TV’s network across screens installed at 720 gas stations in 11 top markets including New York, Los Angeles, Chicago, Philadelphia, Dallas-Ft. Worth, San Francisco, Boston, Houston, Phoenix, Sacramento and San Diego. A Spanish-language version of the spot is running at selected gas stations in California, Arizona and Texas.

The gas pump campaign is one element of a massive consumer education campaign valued at more than $1 billion.

NAB’s message at the pump will run until Feb. 17, 2009, the deadline for the transition.

“With television messages driving awareness of the DTV transition, our new partnership with PumpTop TV provides an exciting and innovative way for broadcasters to extend their consumer education efforts outside the home,” said Jonathan Collegio, NAB vp for the DTV transition.

According to PumpTop TV, more than 70 percent of all consumers fill their tanks 1.5 times per week and spend an average of six minutes refueling.