Nielsen Media Research Spend Trend: Fitness, health clubs, and weight loss

It's that time again. The time when thoughts turn from the delicious treats of the holiday season to the unwanted pounds of the new year - and how we resolve to lose them. If the huge increases in spending in this category are any indication, fitness is a big priority for Canadians.
Television reaps the most dollars from the category followed by daily papers, although newspapers' piece of the pie has been declining year over year. In 2004, radio and out of home stole some of TV's share and magazines recovered from their large decreases in 2002 and 2003.

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By Staff 
January 13, 2005

It’s that time again. The time when thoughts turn from the delicious treats of the holiday season to the unwanted pounds of the new year – and how we resolve to lose them. If the huge increases in spending in this category are any indication, fitness is a big priority for Canadians.

Television reaps the most dollars from the category followed by daily papers, although newspapers’ piece of the pie has been declining year over year. In 2004, radio and out of home stole some of TV’s share and magazines recovered from their large decreases in 2002 and 2003.

Annual National Advertising Spend, Fitness – (Equipment, Health Clubs, Weight Loss Programs)
Q1 2001: $5,064,948
Q1 2002: $6,077,673
Q1 2003: $9,482,214
Q1 2004: $10,561,481

National Q1 Spend by Medium

2001
Dailies $1,624,437 (32.1%)
Magazines: $276,421 (5.5%)
Out of Home: $211,459 (4.2%)
Radio: $299,396 (5.9%)
Total TV: $2,653,236 (52.4%)

2002
Dailies $1,777,493 (29.2%)
Magazines: $191,563 (3.2%)
Out of Home: $451,553 (7.4%)
Radio: $426,467 (7.0%)
Total TV: $3,230,597 (53.2%)

2003
Dailies $2,080,544 (21.9%)
Magazines: $157,596 (1.7%)
Out of Home: $508,120 (5.4%)
Radio: $576,783 (6.1%)
Total TV: $6,159,171 (65.0%)

2004
Dailies $2,036,545 (19.3%)
Magazines: $596,617 (5.6%)
Out of Home: $964,853 (9.1%)
Radio: $1,348,083 (12.8%)
Total TV: $5,615,383 (53.2%)

National Q1 2004 – Top 5 Spenders in Fitness Category
1) The Nautilus Group Inc.
2) Curves For Women
3) Craig Enterprises Inc.
4) Good Life Fitness Clubs
5) Weight Watchers International Inc.

The preceding data is from the Nielsen Media Research, AdExpenditures. For more information, please contact Andrea Beach, business manager, andrea.beach@nielsenmedia.com.

All data courtesy of Nielsen Media Research.