Spending on winter fitness and outdoor activities up: Nielsen Media Research

February 5, 2008 by Terry Poulton

Newspapers attracted 45.3% of adspend in this sector in Q4, followed closely by TV, with other media lagging far behind. This category includes bowling, snowmobiling, skiing, fishing, promotion of fitness, weight-loss and martial arts centres and equipment for fitness, hockey and hunting.

Winter Fitness and Outdoors
Period Q4-Total Spending
(October-December)
Class	2003	2004	2005	2006
	($)	($)	($)	($)
TOTAL	9,652,480	9,240,434	10,746,790	12,001,135

Period Q4-Total by Medium
(October-December)	2006
	($)	(%)
Daily Newspaper	5,433,608	45.3%
Magazine	331,298	2.8%
Out of Home	161,101	1.3%
Radio (Toronto/Vancouver focus)	1,134,980	9.5%
Total TV	4,940,148	41.2%
Total Media	12,001,135	100.0%

Winter Fitness and Outdoors
Top Five Spenders – Period Q4 2006
(October-December)	Total Media
Class	Company	Brands	($)
Fitness and health clubs; weight loss plans and centres	LA Weight Loss Centres	LA Weight Loss Centres	1
Fitness and health clubs; weight loss plans and centres	Nestle SA	Jenny Craig Weight Loss Centers	2
Fitness and health clubs; weight loss plans and centres	Herbal Magic Systems International	Herbal Magic Systems Weight Loss Centres	3
Snowmobiles and parts	Bombardier Recreational Products Inc	Bombardier Ski Doo Snowmobiles Promotion	4
Fitness equipment	Nautilus Group Inc., the	Bowflex Treadclimber Fitness Equipment	5