According to research conducted by The Nielsen Company for the Health Club Media Network (HCMN), the gyms are “in” when it comes to product marketing that supports an active, healthy lifestyle.
In fact, 66 percent of consumers who work out in the nearly 4,000 gyms across the U.S. served by HCMN say they feel good about brands that advertise in their club. Sixty-two percent indicate they are more likely to pay attention to ads on digital screens at their health club than on their home TV. More than 60 percent said they are more likely to pay attention to advertising posters in their gym than an ad on an outdoor billboard or in a magazine.
HCMN is the largest exclusive provider of advertising and marketing programs in health clubs and fitness centers across the U.S. Nielsen found that the HCMN digital network, in June 2010, delivered more than 16 million total audience impressions for its advertisers. HCMN expects this monthly data snapshot to increase as it continues to aggressively build out its digital network. Club goers averaged 3.6 visits per week and stayed, on average, one hour and 20 minutes.
“The value of digital place-based advertising is clearly demonstrated by our research into the health club segment,” said Paul Lindstrom, the SVP at The Nielsen Company. “Advertisers owe it to themselves to consider the volume, diversity and general quality of the audience that this space has to offer.”
Consumers enjoy receiving product samples at their health club. In fact, 72 percent agreed that getting free samples such as shampoo, cereal and energy drinks or bars at their health club is a great way for them to learn about products.
Bob Porcaro, the group account director at OMD, a media communications company, said, “Gatorade remains committed to addressing the unique needs of fitness athletes, and HCMN has been a fantastic partner in helping OMD get the Gatorade messaging in front of these athletes in environments where the message will be especially relevant. We have taken advantage of several HCMN platforms including panels, digital screens and sampling.”
Dave Rowley, the president of Health Club Media Network said, “We always knew health club consumers were an influential group. The Nielsen data underscore just how important, with nearly 85 percent believing they are influential with their friends and family when it comes to making major purchases.”
The Nielsen data cited used two separate methodologies. For audience impression, Nielsen surveyed consumers, ages 16 and older, from its master database of health clubs installed with HCMN. Qualitative data was compiled from a national intercept study conducted June 15 – July 1, 2010. The data, published by Nielsen as a monthly pocket piece, is available from Nielsen or from HCMN.
