Download - ZoomFitness Travel Category Deck
zoommedia.com
Travel Category DeckReaching the Travel 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 experienced travelers ideally suited to travel brand messaging.
Utilizing commercials w/ sound and custom digital content travel 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 161)
3
Ideal Travel Target
© 2011 Zoom Media Corp. All rights reserved.
Travel InternationallyIndex 220
1st to try new travel products and brands
Index 188
Regularly recommends travel
Index 182
Experienced travelersIndex 179
Travel Domestically Index 155
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.
The Fitness Consumer is a Must-Target for Travel Advertisers
Plan vacations with family & friends
Index 167
© 2011 Zoom Media Corp. All rights reserved.
Own an airline miles rewards cardIndex 162
Member of a frequent flyer program Index 172
Enrolled in a hotel rewards programIndex 162
Super Influential Consumers of Travel Index 198
ZoomFitness Consumers are valuable vacation category targets
Made hotel reservations online in the last 12 months
Index 193
MRI:Doublebase 2011. Base = A18+“zoomfitness network” (study of Nielsen On Location Measurement of ZoomFitness, October 2011 in MRI via Clear Decisions)
© 2011 Zoom Media Corp. All rights reserved.
Foreign Travel for BusinessIndex 172
Bachelors Degree or HigherIndex 161
15+ Nights in Hotel/Motel for BusinessIndex 175
Top Management ProfessionIndex 165
$100K+ Average HHI
Fitness Consumers are Professionals and Business Travelers
Domestic Travel for BusinessIndex 165
President or VP Job TitleIndex 180
Rented a car for business use
Index 123
MRI:Doublebase 2012. Base = A18+“zoomfitness network” (study of Nielsen On Location Measurement of ZoomFitness, October 2011 in MRI via Clear Decisions)
© 2011 Zoom Media Corp. All rights reserved.
Fitness Consumers are active Vacationers
Have vacationed internationally with an all-inclusive travel package
Index 176
Foreign travel for vacationIndex 163
Vacation Activities
Go to the beachIndex 169
ShoppingIndex 164
Fine diningIndex 164
Outdoor sportsIndex 211
RunningIndex 323
SightseeingIndex 159
Visited a theme park in the last year Index 139
Went on a cruise in the last 3 yearsIndex 135
MRI:Doublebase 2012. Base = A18+“zoomfitness network” (study of Nielsen On Location Measurement of ZoomFitness, October 2011 in MRI via Clear Decisions)
© 2011 Zoom Media Corp. All rights reserved.
Give advice extremely/very often
Index 192 Consider self to be very social
Index 157
Want to explore and learn about new
things Index 118
Are Leaders Index 136
Fitness Consumers are the people you want to reach
Buy based on quality, not price
Index 143 Are confident Index 132
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.
zoommedia.com
Appendix
ZoomFitness HIST DISC ESPN TBS TNT
Made car/vehicle reservations on the internet in the last 12 months
180 101 102 122 95 97
Heavy Rental Car Users 145 112 109 148 100 91
Rented a car via company’s website or general internet travel site
189 103 99 120 96 95
Rental Car 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 HIST DISC ESPN TBS TNT
Booked foreign or domestic trip using general internet travel site
177 100 102 109 95 95
Used internet site or travel agent for planning local sightseeing during foreign travel
124 98 97 100 86 93
Used the internet to make personal or business travel plans in the last 30 days
165 107 110 115 106 100
Internet Travel Sites - Top 5 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 HIST DISC ESPN TBS TNT
Booked foreign or domestic trip using an airline-specific internet site
158 94 97 103 90 98
Have an airline miles credit card 162 102 100 115 88 92
Member of a frequent flyer program 172 101 98 115 94 96
Fly Business Class for foreign travel 197 104 105 111 87 84
Airline 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 HIST DISC ESPN TBS TNT
Have stayed in a hotel/motel 15+ nights while traveling
180 108 106 132 94 96
Currently enrolled in a hotel rewards program
162 108 104 120 101 103
Make own hotel reservations 162 105 103 112 101 100
Hotel Category - Top 5 Cable Nets
ZoomFitnessTM
Delivers
Consumer Comparison
MRI:Doublebase 2011. 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