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A leisure centre campaign for mobile phone handset maker Nokia is estimated to have reached 1.7 million adults, according to research from outdoor media owner In Situ Media.

During the two-week outdoor campaign around the phone's launch in April over one-third of respondents, or 36%, saw a Nokia ad which, if applied to In Situ Media's public gym user population as a whole, suggests around 1.7 million adults saw an ad.

Those who saw Nokia ads viewed them an average of three times during the two weeks, which suggests the total number of sightings during the campaign was 5.3 million.

Leisure Centre research is available to all advertisers and brands wanting to find out information about the impact of campaigns and is able to measure the response rates from different groups of people and assess the impact of different ads.

Guy Steele-Perkins, marketing director at In Situ Media, said: "Our Leisure Centre Research Monitor enabled us to build a detailed understanding of the effectiveness of the Nokia campaign, and the role Leisure Centre media played in a large, multi-format campaign."

In Situ’s advertising network now comprises 600 Leisure Centres, with 1,200 6-sheet poster sites and 2,400 washroom panels offering comprehensive coverage of 4.8 million frequent adult leisure centre users every month.

Guy Steele-Perkins, marketing director at In Situ Media, said “Our Leisure Centre Research Monitor enabled us to build a detailed understanding of the effectiveness of the Nokia campaign”

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