Adrian J Cotterill, Editor-in-Chief
ZOOM Media has found a new category outside of Millennials and Gen Xers, describing a movement of people that crosses generations: People who are not defined by when they were born but by what they do, and ZOOM has coined them, ‘Generation Active’.
Generation Active encompasses over 14 million Canadians that exercise at least twice a week. Research shows they have more in common with each other than the generation they were born into.
Catelyn Gilliam, Marketing Supervisor for ZOOM told us “This means that they index highly on many sought-after traits and might offer a more effective strategy to connecting brands than through traditional age segments.’’ says “Gone are the days of targeting media and products at people based on their age.”
A recent study conducted for ZOOM shows that exercising and maintaining an active lifestyle is vital to Generation Active. Gilliam goes on to say, “It’s a total state of mind. The results we got from the study show that Generation Active scores high in many categories: they spend big on travel, real estate, and technology, and the common denominator amongst this audience is that their biggest priority is their well-being.”
Caroline Losson VP, Marketing Keurig Canada said “Generation Active represents an opportunity for marketers, one that we shouldn’t ignore. We know that before and after a workout, coffee plays an important role with ZOOM’s audience. We conducted a test to measure the performance of ZOOM FitnessTV spots in the gym against traditional media and had exceedingly good results. The campaign proved to double our ad recall scores with ZOOM versus traditional media.”
Chris Corvetti VP Sales & Marketing ZOOM was quoted as saying “We’re engaging and inspiring Generation Active through data driven media, measured with Nielsen impressions that are collected through the monthly reported card swipes from fitness centres and custom on-site data collection”.
Zoom Media Group Inc. is the largest fitness digital media company in the United States, Canada and the UK with more 4,500 locations. Zoom’s digital media networks are measured by The Nielsen Company and reach over 120 million monthly viewers across 25,000 digital screens and over 55,000 static media placements. Zoom also offer product sampling and experiential marketing programs. Zoom is owned by the de Gaspé Beaubien family and ABS Capital Partners.
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