Seven leading place-based digital ad networks had 11.2% more monthly ad exposures in Q1 2010 than in Q4 2009, according to The Nielsen Company Fourth Screen Network Audience Report.
Gross monthly digital ad exposures among US adults for the first three months of 2010 for the seven networks totaled 185.48 million, up 11.2% from 166.75 million during the last three months of 2009.
Health Club Ads Bulk Up Exposures
Of the seven place-based digital video ad networks tracked by Nielsen, two were based in health clubs: Zoom Fitness and RMG Fitness. Zoom Fitness, which came in second in terms of monthly exposures with 34.75 million, experienced 18.2% growth. While RMG Fitness came in last in terms of monthly exposures with 14 million, it reported the largest growth, 46.6%, by a wide margin.
“Health clubs see a flood of traffic in the first few months of the year, and that has a direct effect on advertisers in those venues,” said Paul Lindstrom, SVP of Nielsen’s On Location service.
Movie Theaters Generate 65.6M Monthly Exposures
The movie theater networks included in Nielsen’s report, NCN and Screenvision, combined to generate 65.5 million monthly exposures during Q1 2010. NCN, which led all digital video ad networks with 38.5 million monthly exposures, experienced 9.1% growth. Screenvision came in third with 27 million monthly impressions and 2.5% growth.
Gas Station Network Reports Negative Growth
The one gas station network tracked by Nielsen, GSTV, was the only of the seven to report negative growth in monthly exposures between Q4 2009 and Q1 2010. Total monthly exposures dropped 1% to 21.1 million, putting GSTV in sixth place overall.
For the first time, the report tracked a retailer-owned place-based digital video ad network. The network owned by consumer electronics retailer Best Buy generated 24 million monthly exposures during Q1 2010.
Celeb Scandals Have Low Brand Impact
When celebrity spokespeople have a public scandal, it generally does not have a major impact on the brands they endorse, according to a recent Adweek Media/Harris Poll. Three-quarters of Americans (74%) say when a celebrity endorser gets involved in a scandal, it doesn’t impact the way they feel about the brand or brands they endorse. Just more than one in five (22%) say they feel worse about the endorsed brands and 5% say they feel better about them.