• Variety, Friday, January 18, 2008 11:15 AM

In a new pitch to blue-chip advertisers and ad buyers, NBC is touting its ability to beam programming and ads into places like gas stations, gyms, sports venues, hospital rooms and even commuter trains. Network execs are pushing their new options in the "out-of-home" market as they try to reach busy viewers when they're off the couch -- an attractive proposition when faced with a fragmented, DVR-obsessed audience.

"This is the second-fastest-growing space after the Internet," says Beth Comstock, NBC Universal's president of Integrated Media. "There is high recall for this content, and mobile consumers are willing to engage."

While data is still scarce for out-of-home, it is projected by research firm PQ Media to grow 26% this year to $1.6 billion and hit $3.2 billion in 2011. Another research firm -- SeeSaw Networks - calls the trend "life pattern marketing" and notes it creates a perception of ubiquity without heavy ad buys or risk of brand burnout.

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