Impressions for video advertising programs in ZoomFitness and ZoomSocial are calculated based on audience measurement by The Nielsen Company, consistent with industry-approved measurement guidelines established by the Digital Place-based Advertising Association.

The following metrics are used by Nielsen in a model that estimates the audience impressions – also referred to as “ad exposures” – generated by a typical 4-week campaign.

Traffic

ZoomFitness traffic is provided by Zoom’s health club partners directly to Nielsen, based on “card swipe” data, i.e., the aggregate count of workouts that take place throughout the month, as captured when club members scan their membership cards when entering their health club.  ZoomSocial traffic is measured by Nielsen directly via on-site traffic counts.

Network Zone

The area in which consumers have the opportunity to see Zoom’s networks.  In the case of ZoomFitness, this is defined as any area where Zoom’s screens are located and/or where the audio from the Zoom network can be heard (primarily the cardio and strength training areas).  For ZoomSocial, Network Zone is defined as the area where the screen is visible to patrons.

Notice

A measure of how many consumers actually see and/or listen to Zoom’s networks while present in the Network Zone.

Dwell Time in Network Zone

Simply put, how much time an individual spends in the areas where Notice takes place.

Ad Rotation per Hour

The number of times a typical ad is shown during a typical hour.  For ZoomFitness, the standard rotation is a :15 spot running 2x/hour during all hours of operation.  Standard ad rotation for ZoomSocial is a :15 spot running 12x/hour during all hours of operation.

Based on these data inputs, Nielsen publishes “PocketPiece” reports for Zoom’s networks.  These include measures of monthly traffic, number of unique individuals reached, and ad exposure/impression estimates against a wide range of demographic targets.  Zoom’s audience data is also included in Nielsen’s quarterly “Fourth Screen Network Audience” report, an aggregated report of average monthly audience information for all Nielsen-measured networks.  
 
Contact Zoom to learn more about Zoom’s audiences and Nielsen PocketPiece reports.

Key Facts:

ZoomFitness

• Audience Composition: 79% A18-49
• Mean Household Income: $108,000+
• Average 3 visits per week
• 54+ minutes dwell time in Network Zone

Source: Nielsen Media Research, September 2009, P18+

ZoomSocial

Source: Nielsen Media Research, Fall 2009, P18+