• by Jack Loechner , Staff Writer @mp_research, July 24, 2004

Home & Garden, Retail Services & Home Improvement Online Data

A deep drilldown of Home & Garden, Retail Services & Home Improvement destinations, demographics, ad types, technologies, sizes and deliveries in June, 2004.

Top Online Home & Garden Destinations, at Home Week ending June 27, 2004 US, Home

	Unique Audience(000)	Active Reach(%)	Time/Person
eBay Home	2,237	2.1	0:04:18
HGTV	1,095	1.03	0:07:46
The Home Depot	1,077	1.01	0:06:21
Lowe's	837	0.79	0:05:27
AOL Home & Real Estate	589	0.55	0:03:27
Allposters.com	448	0.42	0:11:36
Pottery Barn	403	0.38	0:08:22
IKEA	268	0.25	0:07:01

Source: Nielsen//NetRatings NetView

Demographic Data for Home & Garden Category Month of May 2004 US, Home

Target	Unique Audience (000)	Audience Comp (%)
Total	29,689	100
Male	12,190	41.06
Female	17,499	58.94
Age
2 - 11	584	1.97
12 - 17	1,572	5.29
18 - 24	1,542	5.19
25 - 34	5,617	18.92
35 - 49	10,049	33.85
45+	13,780	46.42
55+	6,996	23.56
65+	2,357	7.94
HH Income
$ 0 - 24999	1,894	6.38
$ 25000 - 49999	7,736	26.06
$ 50000 - 74999	8,143	27.43
$ 75000 - 99999	5,436	18.31
$ 100000 - 149999	4,020	13.54
$ 150000+	1,914	6.45
No Response	546	1.84

Source: Nielsen//NetRatings NetView

Consumer Goods Industry Home & Garden Segment Week Ending June 27, 2004 US, Home and Work

Top Technologies
	Impressions (000)	Share of all Impressions
Image	33,306	38.7%
Flash	28,617	33.2%
Animation	14,996	17.4%
Compound ad	5,798	6.7%
PointRoll	1,609	1.9%
Flash - Eyeblaster	795	0.9%
Flash - Unicast	514	0.6%
Imagemap	370	0.4%
Form	82	0.1%
Flash - Shoshkele	3	0.0%
Total	86,090	100.0%
Top Ad Sizes
	Impressions (000)	Share of all Impressions
Full banner	23,925	27.8%
Skyscraper	9,936	11.5%
Non-standard	8,216	9.5%
Wide skyscraper	7,214	8.4%
Vertical banner	6,551	7.6%
Leader Board	5,745	6.7%
Medium rectangle	5,287	6.1%
Square button	4,388	5.1%
Half banner	4,009	4.7%
Button #1	3,465	4.0%
Large rectangle	3,314	3.8%
Button #2	1,925	2.2%
Vertical rectangle	994	1.2%
Square	575	0.7%
Rectangle	306	0.4%
Micro bar	241	0.3%
Total	86,091	100.0%
Ad Delivery Types
	Impressions (000)	Share of all Impressions
Inline	83,285	96.7%
Pop-Up	1,316	1.5%
Floating/Overlay	799	0.9%
Interstitial	486	0.6%
Pop-Under	204	0.2%
Total	86,090	100.0%

Source: Nielsen//NetRatings AdRelevance

Retail Goods & Services Industry Home Improvement Segment Week Ending June 27, 2004 US, Home and Work

Top Technologies
	Impressions (000)	Share of all Impressions
Image	88,961	44.8%
Animation	78,135	39.3%
Flash	20,807	10.5%
Compound ad	7,630	3.8%
Imagemap	1,459	0.7%
Form	706	0.4%
PointRoll	495	0.2%
Flash - Eyeblaster	354	0.2%
Flash - Shoshkele	177	0.1%
Total	198,724	100.0%
Top Ad Sizes
	Impressions (000)	Share of all Impressions
Full banner	36,882	18.6%
Button #2	24,079	12.1%
Micro bar	21,751	10.9%
Leader Board	21,300	10.7%
Skyscraper	17,837	9.0%
Button #1	14,117	7.1%
Wide skyscraper	13,810	6.9%
Medium rectangle	13,528	6.8%
Vertical banner	11,415	5.7%
Square button	8,671	4.4%
Non-standard	5,435	2.7%
Rectangle	3,703	1.9%
Half banner	3,251	1.6%
Square	1,803	0.9%
Large rectangle	849	0.4%
Vertical rectangle	273	0.1%
Unspecified	22	0.0%
Total	198,726	100.0%
Ad Delivery Types
	Impressions (000)	Share of all Impressions
Inline	192,655	96.9%
Pop-Under	3,138	1.6%
Pop-Up	2,704	1.4%
Floating/Overlay	216	0.1%
Interstitial	11	0.0%
Total	198,724	100.0%

Source: Nielsen//NetRatings AdRelevance