• by Erik Sass  @eriksass1, October 2, 2008

Zoom Media & Marketing expanded its existing partnership with Bally's Fitness. The new deal makes it the exclusive place-based media provider for the chain of 350 fitness centers around the country.

The news comes not long after Zoom acquired ClubCom, a digital network that delivers video content to a number of fitness club chains. In addition to extending the term of Zoom's existing Bally's signage network, which includes 800 illuminated and 1,800 static billboards, the deal calls for the expansion of ClubCom to all of Bally's locations.

"Bally TV" will deliver customized digital content targeted specifically to Bally's customers via overhead televisions, personal displays on fitness machines and digital signage. Overall, Bally's digital network should reach more than 10 million viewers a month, with an average viewing duration of 90 minutes, according to Zoom.

The fitness chain is also handing over all ad sales and third-party promotional responsibilities to Zoom, including events, experiential marketing and sampling. In combination with existing ClubCom affiliates, Bally's brings the total number of fitness partners to around 1,200 gyms in the United States (2,000 worldwide). Installation should be complete by this coming spring.

Two weeks ago, Zoom announced its acquisition of ClubCom. It is continuing ClubCom's existing arrangement with Precor, a manufacturer of fitness equipment, to integrate digital displays into TV screens on equipment. Content includes customized music videos and advertising.

In March, Zoom acquired the bar and nightclub assets of Alloy Media + Marketing's Insite division, covering more than 2,000 bars, clubs and restaurants. Zoom has also installed hundreds of new digital signs in nightlife venues in the country's top 10 DMAs since the rollout began last October. Once the Bally's network is complete, Zoom will operate 16,350 digital screens in 2,600 venues, in addition to another 55,000 static billboards distributed across a total of 8,500 venues.

The company touts the high concentration of 18- to-34-year-old adults, particularly males, in out-of-home "lifestyle" venues like bars, nightclubs, restaurants and fitness clubs. On average, the typical dwell time for all three venues is two to three hours per visit, with at least one visit per week.