SANTA MONICA, Calif. – The "Ungettables" – defined as drivers 18 to 54 who are otherwise disconnected from traditional media, and who live largely online and on smartphones – can reliably be reached at the gas pump, according to new research conducted on behalf of Outcast Media by Equation Research. Outcast is one of the largest and fastest-growing television networks at the pump, reaching 30 million monthly viewers at more than 15,000 screens nationwide.
According to Equation Research, the "Ungettable" audience drives more than 8,000 miles each year and lives in the top 25 DMAs. They also resist TV commercials, bypass online ads, shop through smartphones, get news from late night shows and websites, and, according to Nielsen Media Research, fuel up at least once a week.
Forty-four percent are more likely than most to watch online video and stream content from their smartphones as well. The "Ungettables" are accustomed to getting information in new ways, the research firm says. They also bypass ads and are frequently distracted when using traditional media – 44 percent report that they browse the Internet, 33 percent say they check email, 31 percent text and 33 percent use social media while watching TV – numbers that are significantly higher than the general population and affirm the importance of being able to capture their attention at the pump, the group states.
In a recent report by Lieberman Research in conjunction with Outcast for Mazda, consumers at the pump who were exposed to Mazda’s "Better. Stronger. Smarter" TV campaign indicated that they are 55 percent more likely to consider Mazda the next time they shop for a new vehicle.
"The commercial power of our ‘at the pump’ audience is real: these are agenda-setters who spend billions of dollars within hours of leaving the pump. We help advertisers break through the clutter and fragmentation they experience with other media channels, to reach this otherwise ‘Ungettable’ audience," says Outcast Co-founder Nathan Gill.
Based on the latest Equation Research data, these young drivers – 38 percent work more than the general population, 67 percent eat out more than the average consumer and 17 percent exercise more than the general population – can also be relied upon to spend more time in their cars. According to MRI, they drive 17 percent more miles a year than the average person who is doing "everyday" errands. That means they’re at the pump more than average. These consumers are also specifically 38 percent less likely to be heavy TV primetime watchers, and on average they spend 13 percent less time on the Internet at home than the general population. Finally, according to a study completed with MasterCard Advisory Group, Outcast viewers spend more than $18 billion a year within four hours of fueling up.
Chris Burke, VP of research and development, Equation Research, added, "We all know TV ratings are declining due to changing behaviors and media habits among core viewers who lead fast-paced, demanding lives. This survey illustrates the daily habits of this coveted audience and presents a powerful opportunity for advertisers to connect with them at the pump."
In sum, the new Equation Research says these "Ungettable" consumers are:
* 56 percent more likely to make purchases off their smartphones
* 54 percent more likely to cord-cut than the general population
* 39 percent more likely to say they are always busy and on the go
* More app friendly with an average of 22-plus apps on their smartphones – 58 percent more than the general population
* 36 percent more likely to own a DVR than the general population
* 37 percent more active on social media while watching TV than the general population
