Nexxen campaign lifts Anytime Fitness reach across TV

Nexxen has reported the results of a cross-screen advertising campaign for Anytime Fitness and its media agency, Involved Media, which reached 1.37 million households on a deduplicated basis.

The advertising technology group said the campaign was designed to measure audience reach across linear television and streaming as brands navigate an increasingly fragmented viewing market. It also reported total user reach of 2.13 million and incremental streaming household reach of 962,500.

Anytime Fitness used Nexxen Discovery, the company's audience insights tool, to analyse the behaviours, interests and viewing habits of health and fitness audiences. Those findings then guided advertising across broadcast video on demand, free ad-supported streaming television and online video.

The campaign also drew on Nexxen's automatic content recognition data to identify viewers of sports, health, fitness and lifestyle programming on BVOD. This allowed the advertiser to target audiences based on television viewing behaviour and retarget people who had previously engaged with the brand's advertising or website.

The effort reflects a broader shift in media buying as advertisers assess how linear television and streaming work together, rather than treating them as separate channels. For fitness brands, that challenge is sharper in a competitive market with a broad consumer base spread across multiple platforms.

Australia's fitness industry includes more than 7,300 registered gyms and fitness facilities and serves about 15% of the population through active memberships, according to figures cited by the companies. That scale has made brand awareness campaigns increasingly dependent on reaching audiences across multiple forms of video.

Billie Hutchison, Marketing Lead, Anytime Fitness Australia, said the campaign gave the brand a clearer picture of how streaming added to its media plan.

"Today's consumers are engaging with media across more platforms than ever before, making it increasingly challenging for fitness and wellness brands to build broad awareness while ensuring every advertising dollar works harder," Hutchison said.

"By combining Involved Media's strategic approach with Nexxen's audience intelligence and cross-screen measurement capabilities, we gained a much clearer view of our campaign's true reach and the incremental value streaming delivered," Hutchison said.

Involved Media said the campaign was built as a unified video strategy rather than a split between broadcast and streaming channels.

"Our objective was to build a true Total Video brand campaign that reflected how Australians actually consume media today," said Saffron Carter, Strategy Director, Involved Media Australia.

"Rather than planning linear TV and streaming in isolation, we used Nexxen's audience intelligence and cross-screen measurement to understand where incremental audiences existed and how to reach them efficiently. The results showed the value of measuring a Total Video campaign across linear and streaming together. Importantly, the results demonstrated the incremental reach effectiveness of a multi-screen strategy designed to target audiences with known diverse viewing behaviours," Carter said.

Measurement focus

Nexxen said the outcome points to growing demand from marketers for clearer reporting on audience duplication and incremental reach. In a market where consumers split their time between traditional broadcast and digital services, media buyers are under pressure to show whether spending on one channel adds new viewers or simply overlaps with another.

The company operates both a demand-side platform and a supply-side platform, with operations across North America, Europe and Asia-Pacific. It is headquartered in Israel and listed on Nasdaq.

Rebecca Taylor, Sales Director, Nexxen, said advertisers are increasingly focused on how different media channels work together.

"The biggest opportunity for advertisers today isn't simply investing in more channels, it's understanding how those channels work together," Taylor said.

"As viewing behaviour continues to fragment across broadcast and streaming environments, marketers and advertisers need a unified approach to audience intelligence, activation and measurement. This campaign demonstrates how Total Video enables brands to maximise incremental reach, reduce duplication and make smarter planning and investment decisions based on a complete picture of campaign performance," Taylor said.