Target Audience
Targeting this unique audience...
Young active adults and children
 |
 |
UK pop 16-44: 25,000,000
In Situ reaches: 46% |
UK pop 0-15: 12,000,000
In Situ reaches: 49% |
The profile is younger |
And ABC1 biased |
 |
 |
 0-16
- 27%
 16-44
- 50%
 45+
- 23%
|
ABC1
- 56%
C2DE
- 44% |
The demographic penetration
of In Situ Campaigns...
 |
...is difficult to match in any
single medium
2
week reach |
TGI - The Proof
Clients and Media Planners can now consult TGI for their brands
combined with Leisure Centre goers. TGI offers planners clear proof
of the segmentation that exists within Leisure Centres.
It is worth noting that Leisure Centre goers have a positive attitude
to advertising. They are 27% (127) more likely to agree that advertising
helps them to buy but 15% (85) less likely than the norm to agree
that advertising is a waste of time.
Young
Active Men and Women |
TGI |
Men 15-34 |
147 |
Women 15-34 |
176 |
Young
Families |
TGI |
Children
in the Home |
144 |
Tweenies |
TGI |
Children 6-11 |
140 |
Teens |
TGI |
15-19s |
198 |
18-19s |
199 |
Mums & Toddlers |
TGI |
With under 1s |
172 |
With 1-4s |
157 |
The
Image Conscious |
TGI |
I like to stand
out in a crowd |
158 |
I have a very
good sense of style |
122 |
I do some form
of sport or exercise every week |
157 |
I like to keep
up with the latest fashions |
156 |
I really enjoy
shopping for clothes |
134 |
A designer
label improves a person’s image |
134 |
I spend a lot
on clothes |
165 |
I spend a lot
of money on toiletries/cosmetics |
154 |
Health
Conscious / Healthy Eating |
TGI |
I always check
the nutritional content of food |
124 |
I always think
of calorie content |
131 |
I prefer diet
versions of food and drink |
133 |
I am a vegetarian |
134 |
Anchor low
fat spread |
164 |
Olivio/Clover
Light |
130 |
Ovaltine Light |
129 |
Energy/ Sport
Drinks |
191 |
The Sports and Leisure Centres environment
today
Sports and Leisure Centres the length and breadth of the UK have
been upgraded in the last 5-10 years. The reasons are simple -
management has been privatised, and in order to win the management
tenders, these management companies have had to pledge millions
of pounds to refurbishment including, in almost every case, the
installation or construction of a state of the art health club
or gym. The article below appeared in the Evening Standard in July
2002 and is an accurate reflection of what has been happening to
the SLC environment.
"Gone
are the days when the local Leisure Centre consisted of a dingy
six-lane swimming pool, a grimy squash court and a drinks machine.
Today, any self-respecting local authority has installed a
state-of-the-art recreation oasis, with a tropical swimming
pool featuring a wave machine and towering slides, a multi-coloured
toddlers' gym and a fitness suite with the latest electronic
machines."
Evening Standard 29 July 2002
In Situ Health Clubs
Leisure Centres outreach private heath clubs by margins of 6:1
on ABs and 8:1 on C1s. This table not only shows that Leisure Centres
are a far more cost-efficient option for all adults but also for
specific health club users who are young ABC1s.
TGI shows that whereas 12.6% of the adult population regularly
visit Leisure Centres and Gyms within Leisure Centres only 1.88%
regularly visit private health clubs.
 |
All
UK Leisure Centres
Health
Clubs in Leisure Centres |
In Situ has 600 branded health clubs nationwide
| 12 |
Activa |
4 |
Fusion Lifestyle |
9 |
Profiles |
| 3 |
Activate |
7 |
Future Fitness/Contours |
15 |
Pulse |
| 4 |
Active Lifestyle |
88 |
Health Clubs Other Brands |
4 |
Regency Fitness Tone |
| 18 |
Banana |
60 |
Health Clubs/Unbranded |
6 |
Shapers |
| 19 |
Bodyline |
16 |
Images |
8 |
Silhouettes |
| 3 |
Bodywise |
3 |
Impulse |
3 |
Solutions |
| 8 |
Contours |
80 |
Kinetika |
11 |
Technogym |
| 9 |
Courtneys |
5 |
Life Fitness |
3 |
The Hive |
| 5 |
Dimensions |
42 |
Lifestyles |
8 |
The Life Fitness |
| 7 |
Everybodys |
8 |
Motiv |
38 |
Tone Zone |
| 35 |
Expressions |
3 |
No Limits |
3 |
Visions |
| 3 |
Fit "N" Well |
3 |
Olympia |
4 |
Wellness |
| 13 |
Fitness |
12 |
Peak |
|
|
| 4 |
Fitness Zone |
4 |
Planet Pulse |
|
|
| 4 |
Fizzicals |
6 |
Premier Aquaterra |
|
|
Every major Leisure centre in the UK has a fully equipped Health
Club/Gym that customers can join as members or attend on a pay-as-you-go
basis. This flexibility has enabled use of Leisure Centre health
clubs to increase dramatically in recent years. The other main
point to note is that the level of investment put into the development
of gyms in the public sector (by management groups, local authorities
and the national lottery), is often far higher than that of the
private sector resulting in excellent standards of equipment, facilities
and environment. It should not be assumed that Leisure Centre Health
Club users are downmarket – these clubs are attended by 13%
of AB s and 10% of C1s whereas stand-alone private heath clubs
(excluding hotels and company gyms) are attended by 12% of AB s
and 9% of C1s ( Mintel 2001).
