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TV Viewing at the Gym Leads to Ad Recall

July 07, 2009

Posted by: Kriszti Dragos in Non-Traditional

Recent research from Arbitron indicates that people who watch television at the gym are more focused and therefore tend to recall ads better than people who watch TV at home. According to the findings, 55% of people who watch television at fitness centers and health clubs recalled one or more advertisements. This compared to average TV ad recall rates of 15-20% makes out-of-home television advertising an attractive proposition. Television exposure at the gym can be anything from the clubs running local television stations to a dedicated health club TV network, such as Ideacast.

Gym goers tend to be affluent, young adults who are a difficult group to reach and engage with TV advertising. They frequently turn to ad avoidance technology at an increasing rate with the use of DVRs. Place-based television takes TV advertising out of the home environment and puts it in the path of these consumers. It provides an environment with less clutter and distractions thus increasing engagement.