Audience Research

What is 'Leisure Track'?

In Situ has its own recall research system - Leisure Track - proven across more than 100 campaigns and 40,000 questions. It is free to clients who can also add one or two lifestyle or behaviour questions of their choice.

In Situ Lifestyle Questions

It is easy to go from here to estimate the enormous buying power that is activated by campaigns placed in In Situ Leisure Centres.

48% own a Family Vehicle (MPV, 4x4, Estate Car)
57% eat chocolate after exercise
60% of parents pestered by their children for In Situ advertised products
70% of women use shampoo either in SLC or at home immediately after exercise
70% use shower gel in SLC after exercise
72% holiday abroad and 56% holiday in the UK
76% go to the cinema at least once a month
78% of children purchase an average of 6.3 computer games per annum
79% purchase an average of 1.5 soft drinks per visit
94% purchase an average of 5 items of Sportswear/footwear per annum

In Situ Recall Questions

Leisure Track recall question format is identical to that used by Adwatch, Posterwatch and Radiowatch directing the respondent's attention to the medium and the brand name.

TV: "Which of the following television commercials have you seen recently?" 500 adults weekly

IN SITU: "Which of the following posters or promotions have you seen in this centre recently?" 400-600 adults and children bi-monthly

The results from 1999 to 2004 are summarised as follows. Individual campaign results can be seen on request.

100 Campaigns
Over 40,000 questions
Overall average recall 60%
Core audience recall 70%
Equal to TV and double that of radio and other outdoor

TGI

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

Apart from obvious synergy with sportswear and soft drinks, TGI shows that In Situ is a highly efficient media platform for a wide range of product categories and lifestyles in particular:

% that Leisure centres are above the norm

(Please note that these indices must be related to the critical mass audience that is exposed to In Situ campaigns every month – in total 11 million adults and 4 million children)

15-24s +82%
25-34s +42%
Children in the Home +44%
Internet at Home +28%

On line purchases

Music/Video +58%
Groceries +38%
Clothing +68%
Books +38%
Tickets +70%
Insurance +32%

Cinema Going

Heavy Cinema Goers (1+ per month) +73%
Children’s Films +58%
Teenage Comedy +98%
Martial Arts Movies +97%
Horror Movies +80%
Disaster Movies +71%

General Categories

Trainers/sports footwear 36%
Bicycles +58%
Energy Drinks +40%
Diet/low cal drinks +30%
Low Fat Butter +64%
Baby Food +58%
Ladies Hair removing Products +40%

Women who go to Leisure Centres and Gyms on a regular basis (more than once a week) have very specific preferences when it comes to perfume brands. The TGIs shown here are impressive relating back as they do to large sample sizes:

Perfume Brand	TGI	% of Brand Customer Base going to Leisure Centres more than once a week
Adidas Woman	231	30%
Calvin Klein Contra	195	26%
Chanel Allure	208	27%
Dior Dolce Vita	170	22%
DKNY	175	23%
Hugo	174	23%
L’eau D’issey	225	30%
Joop	159	21%
Kenzo	174	23%
Ralph Lauren	212	28%
Tommy Girl/Tommy	220	29%

Media Planners for these brands will be inclined to place their 6 sheets in shopping malls and private health clubs. Nothing wrong in principal except that 13% of women are going to Leisure Centres but only 2% to private health clubs (more than once a week).

Source: TGI April 2005

POSTAR

In Situ is in the process of developing a model for panel visibility and exposure which if approved by POSTAR will mean that Clients and planners will soon be able to calculate net cover and frequency for In Situ campaigns either as stand alone or merged with other outdoor packages to provide an overall outdoor/out of home performance.

Demographic Analysis from Mintel

Using Mintel research data as a base coupled with Leisure Centre Footfall Data, In Situ can predict coverage and frequency for campaigns. The following tables analyse the entire Leisure Centre market and what an advertiser can expect in terms of demographic penetration from a two week campaign in our universe of 700 venues nationwide in the UK.

Coverage and Frequency of visit by Age

	UK population	Visits to all leisure centres % pop. group	Visits to all In Situ SLCs % of pop. group	In Situ 700 Centres % cover by pop. group 2 week
		%	%	%
all adult	49000000	59	35	18
men	24000000	60	36	18
women	25000000	59	35	17
% of population in age group
15-24	15	79	47	20
25-34	19	79	47	25
35-44	18	70	42	24
45-54	16	61	37	18
55-64	13	53	32	12
65+	19	23	14	6

Coverage and Frequency of visit by Social Grade

	% pop in class	Visits to all leisure Centres % pop. group	Visits to all In Situ SLCs % of pop. group	In Situ 700 Centres % cover by pop. group 2 week
	%	%	%	%
AB	24	66	40	22
C1	27	66	40	19
C2	22	61	37	20
D	17	53	32	12
E	10	40	24	9
0 to 15		79	47	24
no kids		55	33	14
married	63	62	37	20
unmarried	37	55	33	13

Rocky Balboa gets 90,000 more people due to In Situ’s Gym Pack

In Situ proves ROI of 553% against January 2007 6 sheet planning rates.

Independent research company Marketing Direction were able to demonstrate that the In Situ 6 sheet Gym Pack booked by Gen for Fox generated a phenomenal extra 90,000 people intending to go to see Rocky in January 2007. Taking a planning rate of £115 per panel in January, this translates directly to an ROI of 553%. Gen booked the In Situ package of 600 x 6s in 400 Leisure Centres as an integral part of national 6 sheet heavyweight campaign. Click here to see the detailed research findings including the ROI calculations.