TV Viewing at the Gym Leads to Ad Recall

People who watch television on IdeaCast, programming and advertising provided to fitness centers and health clubs, tend to recall ads, according to an Arbitron study of the programming.

“Destination out-of-home television viewing is a growing platform for advertisers,” says Diane Williams, senior analyst, custom research, Arbitron Inc., who points out that watching TV is the most popular activity health club members do while working out.

The study found that 55 percent of IdeaCast viewers recalled one or more advertisements on a brand aided basis.

More findings:

• Seventy percent of health club members watch television while at the gym and spend an average of 40 minutes actively watching per visit.
• Ninety-five percent of health club members visit the fitness center at least once per week, 48 percent go 3-4 times per week and 37 percent are exposed to television in the health club nearly every day (5-7 times per week). Average time spent at the gym per visit is 1 hour and 38 minutes.
  Nearly half of health club TV viewers watch IdeaCast networks. IdeaCast’s partner networks – CNN, CNBC, and MSNBC – combine to reach 45 percent of health club TV viewers.
• Ninety-six percent of IdeaCast viewers agree watching TV helps pass time while working out. Seventy-six percent of IdeaCast viewers agree they get a lot of their news and current affairs information from the TV they watch while at the health club.