Advertising To Captives

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.
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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. 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.
“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 also enjoy receiving product samples at their health club–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.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.