• by David Goetzl  @dgoetzl, February 19, 2008

As both NBC and ABC try to expand their sales platforms beyond the traditional small screen, ABC has reached a deal to act as the rep firm for an expanding national network on gas pumps.

PumpTop TV, which operates 3,000-plus screens in four major West Coast markets, has linked with ABC's new media sales group, which falls under the national TV sales operations.

Ads run for 15 seconds or 30 seconds, at the same time as news programming.

PumpTop, part of AdtekMedia, promises to expand beyond top California DMAs--Los Angeles, San Diego, San Francisco and Sacramento--to Phoenix in March, then New York and Chicago, and four other areas later this year.

"PumpTop TV's rollout, underway in many of the largest U.S. markets, offers an important opportunity for advertisers to extend their reach to this important and growing out-of-home audience," said ABC new media sales executive Dave Daniels.

ABC and NBC--looking to gain a foothold in the expanding digital out-of-home market--compete with each other via screens in New York taxis. At gas stations, NBC Universal operates NBC @ The Pump.

ABC also sells opportunities on screens in Meijers stores and New York's Javits Center.