In a landmark move, sure to raise the bar in the non-traditional media industry, HCPN's audience data has now been incorporated as a distinct media choice module within IMS’ media planning software.  IMS is the largest provider of media information/data systems to agencies nationwide.

HCPN's audience data is available within both IMS Crosstab as well as Reach/Frequency, enabling IMS' clients to evaluate and incorporate HCPN within the development of multi-media campaigns. 

Below is a sample screenshot of the IMS software featuring HCPN's data module.

Most importantly, IMS' clients will, for the first time, be able to specifically determine how adding HCPN to a proposed media plan will affect, and most likely enhance, the reach and frequency against the plan’s target.

"As the non-traditional media industry has grown into a substantial and sustainable business, IMS has made it a priority to identify the top players in this space with credible audience data and work with them to incorporate their data into the media planning tools we provide our agency clients," said Amy Betz, Vice-President of IMS.  "HCPN fits this description to a tee and we are very excited to have them as a distinct entity within our software systems," she added.

"We're thrilled to be one of the first place-based media companies included in IMS' media planning software," said Richard Hirsch, EVP of Marketing for Health Club Panel Network.  "We know from MRI that active health club members are tough to reach via traditional media – they don't watch much TV at home, read many magazines, etc.  Now this point can be fully flushed out within the context of multi-media campaign planning against specific demographic targets; shedding light on the real value HCPN can bring to these campaigns.” He added.

To visit HCPN’s newly updated website, click here.

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MRI has consistently revealed that active health club members are light TV viewers.  Recent research shows that, even when they are watching TV, many of them are likely skipping the commercials by using their Tivo's and other DVR's."

While Nielsen research indicates that 17% of US households currently have a DVR, 41% of active health club members recently surveyed throughout the country indicated they do.

"It's not surprising that active health club members would be way ahead of the US population overall in DVR usage," said Phil Donahue, SVP of Sales for Health Club Panel Network. "This is a consistently 'early adopter' audience of all forms of technology, fashion, nutrition, travel and other key life enhancing trends," he added.

To learn more about how hard it is to reach active health club members via traditional media, click here.

Health Club Panel Network™(HCPN) is the largest provider of advertising panels and other marketing opportunities in the top U.S. health clubs.

HCPN's exclusive relationship with over 2500 clubs offers unique, uncluttered access to a targeted group of millions of active and influential consumers. Interested? Click here to learn more.

According to MRI, health club members are light TV viewers and 81% of them DON'T read the top health and fitness magazines. For a one-sheet on this data, click here . Let HCPN help you extend your reach with active adults in the uncluttered, highly responsive environment of health clubs.