PumpTopTV Network, Nielsen partner for gas pump measurement


Bringing quantitative measurement to the gas pump, Outcast has partnered with Nielsen to measure and report network audience traffic each month across the industry’s largest fuel network with 12,000 screens in top markets in the US. In the first Pocketpiece report, Nielsen measured the growing network at more than 23 million monthly on-the-go consumers.

In the recently released Q2 2010 4th Screen Report, Outcast – PumpTopTV was the third largest away-from-home television network by monthly visits and the only network delivering a one-to-one experience.

“The Outcast – PumpTopTV Network is one of the few digital platforms that offers brands a true one-to-one viewing experience with precise measurement,” said Nathan Gill, Chief Media Officer of Outcast.  “We are pleased to announce Nielsen as our third party auditor of this highly engaged audience and look forward to sharing the results of our growing network with our partners each month.”

Because each driver is tied to a fuel transaction, Nielsen’s approach to overlaying demographic info with fueling transaction data makes for a precise and measurable media form.  This in turn helps brands better plan and optimize Outcast with other major media considerations including traditional TV and Internet.

The rapid growth of Outcast’s network fueled most recently by the announcement of an exclusive OEM partnership with Gilbarco, the largest pump manufacturer in the world, continues to drive significant investment in leading research initiatives aimed at helping brands better understand Outcast’s on-the-go consumer.