Tuesday, January 5, 2010

Nielsen Study Proves Zoom Media & Marketing Delivers Nation’s Largest Health Club Viewing Audience

January 5, 2010 Over 14 million engaged monthly viewers; Average Income of Almost $110,000

NEW YORK, NY – Zoom Media & Marketing, the world’s largest and fastest growing fitness digital media company, announced today that The Nielsen Company has confirmed that Zoom’s Fitness Network has the largest viewing audience of any measured digital health club media network and that its audience is significantly more affluent than the typical American. Nielsen’s audience measurement study shows that Zoom’s nationwide digital network delivers over 14 million engaged viewers per month, with an average household income of nearly $110,000.

The study also shows that nearly 80% of Zoom’s digital viewers are 18-49 years old, with the typical viewer of Zoom’s network attending their health club 3 times per week for an average of 79 minutes per visit.

“We are excited to be able to provide our clients with the largest audience of healthy, active and upscale adults in health clubs”, remarked Dennis Roche, President of Zoom Media & Marketing.” “We have built out our digital business to deliver effective client programs and accurate industry measurement, and these Nielsen results validate our approach. Zoom’s Fitness venues are high traffic, large health clubs where the digital messaging surrounds the consumer.”

Zoom’s research with Nielsen is consistent with the Audience Metrics Guidelines published by the industry trade association, OVAB, the Out-of-Home Video Advertising Bureau. The study captured consumers’ ability & likelihood to see and hear Zoom’s digital network throughout the health club; measured consumers’ actual notice of and engagement with the digital product; and used venue traffic provided independently and confidentially to Nielsen by member health clubs to determine the size and demographic composition of Zoom’s audience.

“The OVAB guidelines, and the way Zoom and Nielsen have used them to measure their audience, are critical steps in making digital OOH comparable to more traditional forms of media,” said Connie Garrido, CEO of Posterscope USA. “It will afford us as planners the ability to have comparable metrics that can be viewed holistically from the overall communications perspective.”

“Zoom’s advertisers now have a tool to accurately estimate audience delivery for their digital campaigns,” said Paul Lindstrom, Senior Vice President, The Nielsen Company. “Our work with Zoom provides advertisers more research and insights around the digital out-of-home platform, so that brands can plan their buys on Zoom’s network with the same quality, reliable and transparent audience data that they use to plan other media. This is a great step forward”.

The digital portion of Zoom’s Fitness Network consists of over 1,100 health clubs in the US including industry leaders like Bally Total Fitness, Town Sports, Sport & Health, Urban Active, Lifestyle Family Fitness, Healthtrax, and Gold’s Gym. The network airs on multiple screens throughout the health club and through the club’s speaker system. Health clubs choose to install this network to entertain their members, provide compelling health and wellness tips and also to communicate the latest promotions and in-club activities to their members. Advertisers utilize this network to reach upscale, healthy and active consumers while they are spending time in one of their favorite lifestyle destinations.

“The key to digital advertising is to make it relevant and engaging for the audience, and Zoom’s network is embedded in the experience of the gym patron,” said Dan Levi, Zoom’s SVP of Digital Media and Strategic Partnerships. “It allows us to execute programs for advertisers that are relevant and effective but not intrusive.”

This Nielsen study is being made available to media professionals as monthly Nielsen-authored Pocketpieces, copies of which can be obtained directly from Nielsen or from Zoom Media & Marketing.

About Zoom Media & Marketing:

Zoom Media & Marketing operates indoor networks in over 10,000 venues including fitness centers, indoor soccer facilities, bowling centers, family entertainment centers, restaurants and nightclubs that reach active consumers. Zoom also has an in-house event marketing and promotion department that constructs custom media placements and marketing programs. With over 25,000 digital screens and over 55,000 billboard locations Zoom reaches over 100 million monthly viewers. Zoom is owned by the de Gaspé Beaubien family and ABS Capital Partners. For more information, please visit www.zoommedia.com.


Zoom Media & Marketing

Dennis Roche, 212-994-4510
President & COO

No comments:

Post a Comment