Zoom Media’s partnership with Kantar reveals post-COVID data proves gyms are back and they’re excited
Will koning, Chief Data Officer at Kantar added, “We collect gym registration data and use primary research data to convert registration data into audience information including behavior, downtime, possibility to watch GymTV, etc. “
Zoom Media traffic monitoring
The first step in this market analysis was a review of Zoom Media’s traffic tracking of the 3,700+ GymTV locations across United States. “It shows the average monthly gym visits measured before COVID to date,” Pyne said. The results are very encouraging and indicate a strong rebound in gym attendance. “
In terms of key takeaways, Pyne said, “Based on the data, we are seeing high return and enthusiasm for the gym. In April, we had over 51 million visits to our sites. GymTV nationwide. ” Of course, it would be unfair to compare these results to the pre-COVID level but, said Pyne, “Our last gym attendance, even with capacity limits, is already at 65% of pre-COVID visits. So what are the projections, based on the positive trends in the data we’re seeing, that with 100% of our partner gyms open and expanding along with our monthly increases, gym attendance will be close to pre-COVID levels from here July 1, 2021. “
This data reflects a national footprint in all 50 states and in more than 190 DMAs. There was some regional variation in the data based on capacity limits, but “we’ve seen an increase in most, if not all, markets,” Pyne added.
Koning noted that “the audience motto that we produce comes from the gym chains. They provide the records and we process that data using data science techniques to attribute the data that we get from primary research. “
Check-in data alone does not tell the whole story of the visit. Therefore, attribution of recording data allows Kantar to determine behaviors such as areas of the gym where the activity took place and length of stay, “whether they were wearing headphones, or whether or not they could hear the ambient audio, “among other behaviors,” in order to have a very complete understanding of who has viewed the content and advertisements on GymTV and for what period of time so that we can determine the actual impressions, demographic distribution and whether they paid attention to screens, “he explained, recalling in particular.
The increase in traffic at gyms comes as no surprise to Pyne. “We expect to see unprecedented traffic to gyms in the fall and winter,” she predicted. “Due to the pandemic, awareness and the importance of a healthy and active lifestyle are higher than ever.” And with the current strong growth in gym attendance, Pyne sees it as “the light we’ve all been waiting for. It’s a sign that life is finally coming back, maybe a new normal, and people are stepping out of the house. The increase in traffic in gyms shows us that more and more people are not just going out again, they are putting their health first. “
After a difficult year, the massive adoption of healthy and active lifestyles represents a step (or rather, a sprint) in the right direction.