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Westinghouse Tackles Ad-Spending Trends With PumpTop TV

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Feb 20, 2008 

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Sarah Novotny  |

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Westinghouse Tackles Ad-Spending Trends With PumpTop TV

ADOTAS — Our voracious appetite for constant entertainment has seeped into every area of our lives … we even need it when we’re pumping gas! Westinghouse Digital, a leading LCD manufacturer, announced yesterday that it reaches 8 million viewers per month — at gas stations alone.

Here’s the deal: Westinghouse deployed gas pump TV systems in four major demographic areas on the West Coast (L.A., San Diego, San Francisco and Sacramento). The company hopes to expand its reach throughout the country, touching down in major metro areas, including Phoenix, Dallas, Chicago, New York and Boston.

The company plans to capitalize on consumer habits and projected trends in ad spending. Consumers are increasingly spending more time out of the home and becoming more difficult to reach with traditional media. As a result, advertisers’ appetite for alternative media is growing. According to PQ Media research, alternative out-of-home spending grew by 27% to $1.69 billion in 2006 and accelerated growth is projected through 2011.

“Alternative media is the fastest growing segment of the advertising industry. PumpTop TV, in particular, is a cost-effective and measurable broadcast media alternative,” says Dick Paulsen, President of AdtekMedia. “The opportunity to view is extremely high, the media experience is very engaging and the results are ultimately measurable.”

And with PumpTop TV’s success out West, it plans to an Eastward march. “With the addition of San Francisco and Sacramento markets to the initial launch of operations in Los Angeles and San Diego, PumpTop TV is now accessible by 10% of the U.S. population,” Doug Woo, President of Westinghouse Digital, said in a statement. “Actual viewership levels now exceed 8 million people per month. Over the next twelve months, we expect to deploy 20,000 screens and expand our viewership to close to 40 million as our national roll out proceeds according to plan.”

Gas-pumpers fill up on news, weather, sports and entertainment programming while they fill their tanks, courtesy of media partners like ABC News.

Tags: ad-serving, behavioral, PumpTop-TV, technology, video and Westinghouse

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