Planet Fitness x
New Year's Rockin' Eve 2024
Legacy partner Planet Fitness returned to New Year’s Rockin’ Eve and once again helped viewers ring in the new year on the right note. The brand presented the 11:30pm - 1am ET portion of the show, and presented a lively performance in Times Square featuring show co-host and superstar, Rita Ora.
Partner Goals
- Build upon Planet Fitness’ longstanding legacy with the world’s biggest New Year’s Eve program on television
- Thoughtfully enhance key elements of the partnership to ensure elements remain fresh and compelling to NYRE’s broadcast audience
- Encourage the millions upon millions of viewers at home to start the new year strong in a creatively compelling way true to the tone of the show
- Remind viewers that the gym to kick off their New Year’s goals in is Planet Fitness
How the Partnership Came to Life
Presenting Partnership
As the Official Presenting Partner of the 11:30pm - 1am ET portion of the show, Planet Fitness owned this window of the broadcast with a co-branded logo lock-up, select verbal mentions and inclusion in the on-screen clock.
Branded Performance Starring Major Talent
The brand presented a high-energy performance featuring Rita Ora performing live on the Planet Fitness stage in the heart of Times Square, encouraging those on-the-ground and watching at home to get on their feet and move.
On-the-Ground Placements
Planet Fitness distributed select brand-inspired items to excited revelers on-the-ground in Times Square and select other cities, ensuring the brand received even more exposure throughout the broadcast.
Social Storytelling
Custom photo and video content optimized for social distribution was captured and distributed across the show, ABC Network and featured talent’s official social accounts, ensuring the partnership had powerful visibility beyond the night.
Broadcast of the Night
No. 1
NYRE was the top program of the night across primetime and late night, providing Planet Fitness with impactful visibility amongst the millions of viewers tuning in across the nation.
Social Program of the Night
No. 1
NYRE was the no. 1 most social program on New Year’s Eve, reaching more fans than any of our closest competition on linear and beyond.