A Nielsen study commissioned by Gas Station TV found that 10- and 15-second ad spots have as much recall as 30-second spots, Media Daily News reports. The results support the feeling that 30-second spots are too overwhelming for place-based media, the Web site says. More than 90% of those surveyed said they watched or listened to the Gas Station TV programming while fueling their car, the Web site notes.
—Vlada Gelman