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Standing at the gas pump and watching the numbers race is not fun. So an enterprising company called Gas Station TV wants to give gas customers something else to do—watch television with advertising—naturally. The start-up company is offering national and local broadcast content with 15-second ads on 20-inch screens mounted above the gas pump. A test program proved successful at six stations in Dallas last December, and the company is planning a rollout to 100 stations in Atlanta and Houston this fall. "The key is this audience is mobile and basically tethered at the pump for an average of four to four-and-a-half minutes," says Mr. Leider of Gas Station TV. GSTV's measurement is more accurate than in-home TV, he said, because data are based on the number of transactions at the pumps. "It's a captive audience." GSTV is partnering with ABC for content. Chevrolet, Pepsi, Allstate, Goodyear, Wal-Mart, Ditech and Skoal were the advertisers for the Dallas test market. Marketing Blurb realizes this is kind of advertising is inevitable. Advertising Age has more (free registration required.) Photo Credit: Advertising Age