GPS data is used to target taxi advertising in New York City, showing commercials for nearby attractions like the Blue Man Group. The number of advertisers in taxis has doubled in the past year, including national brands. Marketers are attracted by the captive audience of mostly affluent passengers. Though some passengers dislike the screens, data shows the televisions remain on 85% of the time with passengers. The city plans to add a second advertising channel to taxis next year.