Some 70% of health club members watch nearly 40 minutes of television programming per visit to their club, according to a new Arbitron study conducted for IdeaCast, a provider of TV programming and advertising to US fitness centers and health clubs.

Three-quarters of health club members are between the ages 25 and 54; 61% live in a household with an annual income above $100K; 21% live in homes with an annual income above $200K, according to the study.

“More and more, young, affluent adults are turning to ad avoidance technology,” said Jason Brown, IdeaCast’s president of advertising sales and marketing. “If advertisers want to reach these consumers, television ads need to be placed in an environment not equipped with DVRs. Place-based television provides that environment.”

Some 55% of IdeaCast programming viewers recalled one or more advertisements on a brand-aided basis, Arbitron found.

More findings of the Arbitron study:

• 95% of health club members visit the fitness center at least once per week; close to half (48%) go 3-4 times per week; and over one-third (37%) are exposed to TV in the health club nearly every day (5-7 times per week).
• Average time spent at the gym per visit is 1 hour and 38 minutes.
• IdeaCast’s partner networks - CNN, CNBC and MSNBC - combine to reach 45% of health club TV viewers.
• CNN, with 35% of viewers, was the most-watched network in the club on a given day among cable or broadcast stations.
• 96% of IdeaCast viewers agreed that watching TV helps pass time while working out.
• 76% of IdeaCast viewers agreed they get a lot of their news and current affairs information from the TV they watch while at the health club.

About the study: 1,302 health club members were surveyed to find out information on demographics, media use while in the health club, use of health club, attitudes, and advertising recall. The study was conducted in six markets (Atlanta, Chicago, Dallas, Los Angeles, Minneapolis, and New York), March 12-17, with cooperation from 13 major advertisers, including American Airlines, AT&T, Dunkin’ Donuts and Quaker.