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.
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.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.