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Big Recall Numbers For Gym TV

People who watch television on IdeaCast in fitness centers and health clubs have strong ad recall, according to an Arbitron study. "Destination out-of-home television viewing is a growing platform for advertisers," says Diane Williams, senior analyst, custom research for Arbitron. Williams points out that watching TV is the most popular activity for people working out at their clubs.

The study found that 55% of viewers recalled one or more ads on a brand aided basis, while 70% of gym members watch TV there for an average of 40 minutes per visit. Ninety-five percent of members visit once per week, while almost half go three to four times per week. And about half of health club TV viewers watch IdeaCast networks.

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