NAB Turns to Gas Pumps for DTV Education

The National Association 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.