Nielsen Research Reveals Health Club Media Network Highly Effective in Targeting Influential Consumers

September 27, 2010

LOS ANGELES, Sept. 27 /PRNewswire/ — According to research conducted by The Nielsen Company for the Health Club Media Network (HCMN), the gym is “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 which 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 (http://www.hcmn.com) 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, 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, group account director at OMD, stated: “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.”

In addition, 23 percent of those surveyed said they were likely to purchase or lease a car in the next year. Seventy percent said they would likely be making a travel purchase, such as airline tickets, a cruise and/or hotel stay in the next year.

According to Dave Rowley, president, Health Club Media Network: “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.

For more information on the Nielsen research, contact Richard Hirsch, executive vice president, Health Club Media Network, rhirsch@hcmn.com.

About Health Club Media Network (HCMN)

Founded in 1995, HCMN (http://www.hcmn.com) has grown to become the U.S. market leader in the field of health club advertising and marketing. HCMN’s exclusive network now extends to nearly 4,000 clubs across 49 states and 120+ DMAs, with significant presence in the top 20 DMAs. The company’s clients include Kraft, Unilever, P&G, Honda, GSK, Target, Coca-Cola and many others. HCMN is headquartered in Los Angeles with sales offices in New York and Chicago. Its investors include Parthenon Capital Partners, a private equity firm based in San Francisco and Boston.

This release is available in the Feintuch Communications media room at http://www.feintuchcommunications.com.


    Christa Conte / Savannah Tikotsky
    Feintuch Communications
    212.808.4902 / 212.808.4903
    christa@feintuchpr.com / savannah@feintuchpr.com

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SOURCE Health Club Media Network

Source: newswire

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