zoomfitness athletics category deck
TRANSCRIPT
zoommedia.com
Athletic Category DeckReaching an Active, Athletic AudiencePresented to:
By:
Why ZoomFitnessTM?
MRI:Doublebase 2012. Base = A18+“zoomfitness network” (study of Nielsen On Location Measurement of ZoomFitness, October 2011 in MRI via Clear Decisions)
ZoomFitnessTM delivers an upscale, affluent
audience of active consumers ideally suited to athletic brand messaging.
Utilizing commercials w/ sound and custom digital content advertisers will engage their target audience in a relevant viewing environment.
• Frequency Average 3X per week• 47 minute dwell time• 50 million monthly impressions• Affluent Consumers (HHI
100K+)• Educated (Bachelor’s Degree or
higher Index 163)
Ideal Athletic Target
ZoomFitness Consumers Exercise Regularly
MRI:Doublebase 2012. Base = A18+“zoomfitness network” (study of Nielsen On Location Measurement of ZoomFitness, October 2011 in MRI via Clear Decisions)
Exercise program for diet control Index 226
I follow a regular exercise routine Index 182
ZoomFitness Consumers
Engage in a Variety of Athletic Activities
Pilates Index 427
Jogging/Running Index 361
Aerobics Index 359
Yoga Index 343
Swimming Index 241
Soccer Index 211
Football Index 197
Basketball Index 196
Softball Index 188
Baseball Index 168
MRI:Doublebase 2012 Base = A18+“zoomfitness network” (study of Nielsen On Location Measurement of ZoomFitness, October 2011 in MRI via Clear Decisions)
Sports Personally Participate In
Spent $100+ on Running Clothing Index 374
Ordered Fitness Apparel/Equipment Online Index 301
Purchased 2+ Pairs of Running/Jogging Shoes Index 279
Spent 75+ on Running/Jogging Shoes Index 279
Spent $150+ on Athletic/Workout Wear Index 278
Spent $150+ on Sports Clothing Index 219
MRI:Doublebase 2012. Base = A18+“zoomfitness network” (study of Nielsen On Location Measurement of ZoomFitness, October 2011 in MRI via Clear Decisions)
Fitness Consumers Spend on Athletic Clothing
ZoomFitness Consumers Are Healthy
MRI:Doublebase 2012. Base = A18+“zoomfitness network” (study of Nielsen On Location Measurement of ZoomFitness, October 2011 in MRI via Clear Decisions)
Buy Foods Labeled “High Protein” Index 229
Heavy Nutrition/Energy Bar Consumers Index 209
Used Meal/Dietary/Weight Loss Supplements Index 149
Drink Sports Drinks/Thirst Quenchers Index 123
Fitness Consumers Invest in Athletic Equipment
Weight Lifting Equipment Index 242
Downhill Ski Boots Index 241
Downhill Skis Index 225
Mountain Bicycle Index 188
Elliptical Index 185
Treadmill Index 177
Golf Clubs Index 158
Stationary Bicycle Index 136
MRI:Doublebase 2012. Base = A18+“zoomfitness network” (study of Nielsen On Location Measurement of ZoomFitness, October 2011 in MRI via Clear Decisions)
Fitness Consumers Own Athletic Gear
MRI:Doublebase 2012. Base = A18+“zoomfitness network” (study of Nielsen On Location Measurement of ZoomFitness, October 2011 in MRI via Clear Decisions)
Elbow/Kneepads Index 261
Tennis Racquet Index 222
Racquetball Racquet Index 211
Tennis Balls Index 206
Racquetball Balls Index 204
Bicycle Hemet Index 200
Soccer ball Index 196
Football Index 183
Basketball Index 182
Baseball Gloves Index 177
Softball/Baseball Bats Index 165
Golf balls Index 157
Fitness Consumers Are the People You Want to Reach
Source: GfK Custom Research North America 2012. Online survey of 2,010 Adults 18-54, 95% Confidence Level. Online methodology is representative of the total US Population. Index based on health club members vs. non-health club members surveyed.
Give Advice Extremely/Very Often Index 192
Consider Self to Be Very Social Index 157
Buy Based on Quality, Not Price Index 143
Are Leaders Index 136
Are Confident Index 132
Want to Learn and Explore About New Things
Index 118
zoommedia.com
Appendix
ZoomFitness History Discovery ESPN TBS TNT
Spent $150+ on Athletic/Workout Clothing in Past 12 Months
278 100 105 140 106 102
Spent $100+ on Running Clothing in Past 12 Months
374 104 84 115 103 85
Owns Rollerblades/In-Line Skates 210 103 110 111 107 100
Owns Weight Lifting Equipment 242 118 111 124 109 104
Athletic Category - Top 5 Entertainment Cable Nets
ZoomFitnessTM
Delivers
Consumer Comparison
MRI:Doublebase 2012. Base = A18+“zoomfitness network” (study of Nielsen On Location Measurement of ZoomFitness, October 2011 in MRI via Clear Decisions). TV Networks pulled based on entertainment networks watched in past 7 days during primetime , excluding news and educational programs
Athletic Category - Top 5 Entertainment Cable Nets
ZoomFitnessTM
Delivers
Consumer Comparison
MRI:Doublebase 2012. Base = A18+“zoomfitness network” (study of Nielsen On Location Measurement of ZoomFitness, October 2011 in MRI via Clear Decisions). TV Networks pulled based on entertainment networks watched in past 7 days during primetime , excluding news and educational programs
ZoomFitness History Discovery ESPN TBS TNT
Participated in Downhill Skiing 215 96 98 128 97 94
Ordered Fitness Apparel/Equipment Online
301 113 102 125 111 104
Owns a Road Bicycle 177 108 105 108 94 95
I follow a regular exercise routine 182 95 97 104 91 94
Athletic Category - Top 5 Entertainment Cable Nets
ZoomFitnessTM
Delivers
Consumer Comparison
MRI:Doublebase 2012. Base = A18+“zoomfitness network” (study of Nielsen On Location Measurement of ZoomFitness, October 2011 in MRI via Clear Decisions). TV Networks pulled based on entertainment networks watched in past 7 days during primetime , excluding news and educational programs
ZoomFitness History Discovery ESPN TBS TNT
Sports Personally Participated In – Weight Lifting
395 111 110 132 110 102
Buy Food Labeled “Low-Carb” 169 100 101 98 98 106
Spent $75-$149 on Running/Jogging Shoes
304 104 105 124 108 85
Used Meal/Dietary/Weight Loss Supplements in Past 6 Months
149 101 100 91 104 103