SOURCE: AccentHealth

August 23, 2006 09:00 ET

AccentHealth Releases Major Study on Patients' Healthy Shopping Behavior

From Cereals to Sports Drinks, Fruit Snacks to Frozen Dinners, AccentHealth Means Business for Healthy Food Brands: Purchase Behavior Measured by Roper Public Affairs and Media (GfK)

TAMPA, FL -- (MARKET WIRE) -- August 23, 2006 -- According to a study by Roper Public Affairs & Media (GfK), female viewers of AccentHealth, America's #1 Integrated Health Media Company, are more likely than the average female consumer to buy a number of healthy foods and beverages. Purchase behavior results were obtained through a direct comparison of data compiled from a take-home product booklet of AccentHealth viewers (total sample size = 475) compared with Mediamark Research Inc.'s national "Survey of the American Consumer." AccentHealth is the largest television media at the point of care, reaching 135 million Nielsen verified viewers each year. 68% of this audience are women 18+.

Thirty nine percent of AccentHealth female viewers, representing nearly 36 million women annually, have consumed a cereal bar in the last six months versus the national average of 14%. For fruit snacks, the numbers are 30% vs. 9%. The list continues across many packaged goods categories; AccentHealth female viewers are five times as likely as the national average to have consumed low fat cheese, more than four times as likely to have consumed butter alternatives, more than twice as likely to have consumed low fat salad dressing and low calorie frozen main courses, and more than one and a half times as likely to have consumed sports drinks.

"AccentHealth is the best advertising environment to reinforce a brand's health benefits -- leveraging perceived physician endorsement as consumers make brand decisions," said Edith Hodkinson, SVP Sales and Marketing of AccentHealth. "Our viewers are the primary household shoppers. The key benefit to healthy food marketers is the timing with which we reach them -- just before they go shopping, when their health is on their minds," she continued.

Further analysis of the AccentHealth diary data revealed that among those that shopped after leaving the doctor's office, 50% shopped at a supermarket/food store, and 48% at a megastore such as Wal-Mart. AccentHealth viewers also go grocery shopping 40% more often than the national average.

"The questions asked on the AccentHealth take-home diary were framed in a very similar manner to the national MRI study to ensure national comparability," said Ed Bergstein, Senior Vice President of Roper Public Affairs & Media. "The results demonstrate a number of important differences between the food product shopping behavior of viewers of AccentHealth and other consumers across the nation," he continued.

Over the past 10 years, AccentHealth has performed numerous research studies on the doctor's office environment. This research includes brand specific ad recall and purchase intent analyses from Roper Public Affairs and Media used to quantify results for packaged goods advertisers, ROI analyses performed by IMS Health for pharmaceutical advertisers and demographic and viewership measurement from Nielsen ensuring an efficient media spend across categories.

About AccentHealth

AccentHealth, a division of Ascent Media Group, is America's #1 Integrated Health Media Company offering advertisers multiple consumer touch points in physician waiting rooms. The AccentHealth Waiting Room TV Network, produced in conjunction with CNN, reaches 135 million viewers annually in 185 Nielsen markets.* The programming features customized content on a variety of topics, including medical breakthroughs, parenting issues, nutrition, fitness, safety and wellness. The program has won recognition from the Telly Awards, the Cindy Awards, the American Academy of Nursing, the Health Information Awards and the Society of Professional Journalists. Our integrated office promotions further engage our viewers and provide advertisers additional exposure in targeted physician practices. Visit www.accenthealthmedia.com.

* Nielsen Media Research (NMR) traffic count and intercept study was conducted January 30, 2006 - April 30, 2006. This audience estimate, after adjustment by an NMR media compliance audit, was projected for 12 months to the planned 2007 network by AccentHealth.

About Roper Public Affairs & Media

Headquartered in New York, Roper Public Affairs & Media specializes in public opinion polling, media & communications research, and corporate reputation measurement -- in the US and globally. Roper also offers two important syndicated services -- Roper Reports and Roper Reports Worldwide -- which track consumer values, beliefs, attitudes and behaviors in the US and 30 other countries. Roper is part of The GfK Group. With home offices in Nuremberg, Germany, The GfK Group is among the top-five market research organizations in the world. Its activities cover five business divisions: Custom Research, Retail and Technology, Consumer Tracking, Media, and Healthcare. The GfK Group has more than 130 subsidiaries and affiliates in 61 countries.

Contact Information

  • Contact:
    Edith Hodkinson
    AccentHealth
    (212) 763-5102
    Email Contact

    Edward Bergstein
    Roper Public Affairs & Media
    (212) 240-5456
    Email Contact