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Convenience Store News: Shell Stations Pump Out News

Shell Stations Pump Out News

NEW YORK — Shell gas stations in Los Angeles will be giving out more than just gas at the pumps. NBC Universal Television Stations made a deal with Los Angeles-based VST Media Network to show national and local news, weather and entertainment news on daylight-viewable 17-inch screens with stereo speakers, reported Brandweek Magazine .

The programming will currently reach 17 Shell gas stations in Los Angeles with plans by VST to have 500 stations in L.A., San Francisco and San Diego by the end of the year, according to the report. Terms of the deal were not disclosed.

Programming is a three-minute segment, which is activated when pumping begins. That duration was determined to be the average amount of time people spend filling up their gas, Brandweek Magazine reported.

“Not to sound too corny, but as you're filling your tank, we're filling your mind,” Ric Harris, executive vice president of digital media and strategic marketing at NBC Universal Television Stations, told Brandweek .

The programming also is a vehicle for 15-second ads, which will run between breaks. Some of the ads from Tropicana and Nestlé try to entice gas pumpers to enter mini-marts.

Gary LePon, VST president, said in the report that because of automated credit card payments only about 25 percent of people enter the stores.

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