Val Morgan Outdoor (VMO) has revealed that audience numbers are averaging 60% pre-COVID levels at VMO Active fitness centres across the country.
Western Australia, where health clubs were the first to reopen in May, is now sitting at a 12.4% week-on-week
increase, with a return-rate of 72% overall, which Val Morgan anticipates will be reflected more broadly across the country, as other states take more steps to ease restrictions.
“Through VMO’s proprietary audience measuring tool, DART, we’ve been able to closely monitor engagement and track the number of people who are returning to their local health club, and the findings have shown us that the substantial week-on-week increase in numbers is a sign more and more people are ready to get back to normality,” Mr Paul Butler, Managing Director of VMO said.
DART has also shown that New South Wales is experiencing positive week-on-week growth of 22.4%, Queensland is at 13.3% and South Australia is at 12.5%.
“These numbers are on par with what we anticipated and are a reflection that people feel comfortable returning to these venues, which is largely due to our health club partners implementing appropriate social distancing measures and increasing hygiene practices between members’ sessions,” Mr Butler said.
To increase advertisers confidence when booking advertising space, VMO Active has implemented an audience
guarantee policy, which ensures they receive the level of exposure they’re expecting.
“While we have always been transparent on the amount of exposure and engagement delivered through our screens, the audience guarantee policy provides advertisers with the added assurance they’re reaching their targets while health clubs are getting back to their usual trading levels,” Mr Butler said.
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