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The beginning of a new year is always a busy time at health and fitness clubs, as people make new resolutions or reconfirm their commitments to work out. Several companies offer advertisers a way to reach out to those consumers via large screens on the walls and smaller screens mounted on individual pieces of workout equipment.
IdeaCast, for example, delivers content from CNN, CNBC and MSNBC to health club visitors via satellite and cable; ads are seamlessly integrated into the feed, writes Media Life. IdeaCast is in 750 clubs, and reports 200 million visits annually.
Another company, ClubCom, integrates ads with content on a private network that is specific to each site, with music and video broadcast into locker rooms and common areas. ClubCom also offers ads on individual cardio machines. ClubCom is in 1,500 locations.
According to an Arbitron study for IdeaCast, 85 percent of health club members work out three or more times a week. They tend to spend one hour and 38 minutes per visit.
Both companies are members of the fledgling Out of Home Video Advertising Bureau.
Other companies that target consumers at the gym are Alloy Media & Marketing and Zoom Media.
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