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Indoor advertising in a public restroom is a relatively new trend in the U.S. Consequently, people pay more attention to it when they see it. One study conducted by Rice University showed that public restroom users who viewed restroom advertising had, on average, a 40 percent stronger impression of the ad in the restroom compared with ads from other media. Part of the reason for the strong impression is that customers have few other distractions while standing in line for a public restroom. Another reason is simply that restroom ads are unexpected, and thus make a strong impression.