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Health Club Media Net Nabs Alloy Fitness Network

More consolidation came to the out-of-home industry this week, with Health Club Media Network’s acquisition of the Alloy Fitness Network.

Health Club Media Network claims to be the nation’s largest provider of advertising and marketing opportunities for national brands in health clubs. The acquisition of the Alloy Fitness Network, from Alloy Media + Marketing, includes contractual agreements for media panel placements in over 700 health clubs in 120+ DMAs across the country.

With this acquisition, Health Club Media Network gains Alloy Fitness Network’s contracts, including over 3,000 current physical media placements. The addition of Alloy’s locations brings HCMN’s reach to nearly 4,000 health clubs and over 25,000 static panels and digital screens.

HCMN says its offerings will now be seen every month by over 15 million health club members visiting their club nearly 100 million times.

Earlier this week, another deal helped consolidate the fragmented digital out-of-home industry when location-based media network Danoo acquired IdeaCast from National CineMedia, operator of the largest digital cinema network in North America for cinema advertising, for an undisclosed sum. The companies claimed the deal will create one of the largest digital media platforms in the location-based media space.

Out-of-home spending will grow at a compound annual growth rate of 2.5% to $8.2 billion by 2013; it is expected to drop 4.9% this year, followed by a 0.7% growth in 2010, according to PricewaterhouseCoopers.

Outdoor advertising fell 14.6% in the first quarter of 2009, according to TNS; the Outdoor Advertising Association of America pegs the drop at 18%, or $1.33 billion, compared to $1.62 billion in the same period last year. This follows a 15% plunge during fourth quarter of 2008.