With the Labor Day holiday, the last major grilling weekend of the year, fast approaching, Nielsen//NetRatings, and ACNielsen U.S used their Homescan Online service to analyze which Web sites attract heavy buyers of charcoal and frankfurters, two consumer packaged goods (CPG) categories that sell better the week leading up to Labor Day than any other time other than the Fourth of July and Memorial Day holidays.
As the table below shows, compared to the $12.13 spent annually per average charcoal-buying household with Internet access, visitors to several sports and lottery Web sites tend to spend more.
Key
Sites with Higher Spending on Charcoal
Web Site | Average Annual Charcoal Spending Per Web Site Visiting Household | Index to Total Charcoal Buying Online Households |
NASCAR.COM | $15.71 | 130 |
WWE.COM | $15.14 | 125 |
GROUPLOTTO.COM | $15.09 | 124 |
NBA.COM | $13.62 | 112 |
Compared to an average of $18.17 spent per average frankfurter-buying online household each year, households that visit several gaming and music sites, including those targeted to young children, tend to spend considerably more.
Key Sites with Higher Dollar Spending on Frankfurters
Web Site | Average Annual Frankfurter Spending Per Web Site Visiting Household | Index to Total Frankfurter Buying Online Households |
TOON DISNEY | $29.57 | 163 |
AOL JOURNALS | $28.40 | 156 |
EMUSIC.COM | $27.29 | 150 |
NOGGIN | $27.00 | 149 |
Michael Saxon, vice president, Media Products, Nielsen//NetRatings, notes that "The Homescan Online service... (helps) brand marketers and advertisers looking to target specific category or brand buyers (to) create highly targeted online marketing campaigns..."
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