The deal will now involve 450 RaceTrac convenience stores in Georgia, Florida, Louisiana and Texas.

Dayna Reed, director of reporting and insights at RaceTrac, said: "This expanded relationship will provide us better analytics surrounding our share of market, an improved geographical reporting structure and a stronger understanding of the impact of our marketing efforts, all of which will impact our future business strategy."

Rob Hill, executive vice-president, retail services at Nielsen, said: "Retail’s role is shifting to accommodate today’s time-strapped consumers. Now more than ever, consumers are looking to convenience stores to service their increasingly complex lifestyles – within the convenience channels this means offering fresh prepared food and beverage offerings and health conscious choices."