Commentary
Broadcast Media Sites, Demographics, Technologies, Sizes, and Delivery
- by Jack Loechner , Staff Writer @mp_research, September 4, 2004
A deeper look at the Broadcast Media on the Internet
Top Online Broadcast Media
Destinations, at Home
| Unique Audience (000) | Active Reach (%) | |
| Windows media | 5,625 | 5.32 |
| NBC Universal | 2,608 | 2.47 |
| CBS | 1,592 | 1.51 |
| Nick | 1,044 | 0.99 |
| BBC | 1,011 | 0.96 |
| Yahoo! TV | 874 | 0.83 |
| ABC.COM | 581 | 0.55 |
| Discovery | 528 | 0.5 |
| DirecTV | 526 | 0.5 |
| TV Guide | 513 | 0.49 |
Source: Nielsen//NetRatings NetView
Week ending Aug. 22, 2004 US, Home
Demographic Data
for Broadcast Media Category
| Unique Audience (000) | Audience Comp (%) | |
| Total | 39,612 | 100 |
| Male | 19,769 | 49.91 |
| Female | 19,843 | 50.09 |
| Age | ||
| 2 - 11 | 2,780 | 7.02 |
| 12 - 17 | 4,889 | 12.34 |
| 18 - 24 | 3,316 | 8.37 |
| 25 - 34 | 6,988 | 17.64 |
| 35 - 49 | 11,267 | 28.44 |
| 45+ | 14,139 | 35.69 |
| 55+ | 7,152 | 18.05 |
| 65+ | 2,746 | 6.93 |
| HH Income | ||
| $ 0 - 24999 | 2,860 | 7.22 |
| $ 25000 - 49999 | 10,436 | 26.35 |
| $ 50000 - 74999 | 11,621 | 29.34 |
| $ 75000 - 99999 | 6,658 | 16.81 |
| $ 100000 - 149999 | 5,357 | 13.52 |
| $ 150000+ | 2,105 | 5.31 |
| No Response | 576 | 1.45 |
Month of July 2004 US, Home
Data on the Entertainment
Industry Television Segment
| Top Technologies | ||
| Impressions (000) | Share of all Impressions | |
| Image | 35,273 | 51.4% |
| Animation | 15,966 | 23.3% |
| Flash | 14,561 | 21.2% |
| Compound ad | 1,952 | 2.8% |
| Flash - Eyeblaster | 690 | 1.0% |
| EyeWonder | 114 | 0.2% |
| Flash - Shoshkele | 12 | 0.0% |
| Imagemap | 3 | 0.0% |
| Total | 68,571 | 100.0% |
| Top Ad Sizes | ||
| Impressions (000) | Share of all Impressions | |
| Full banner | 21,269 | 31.0% |
| Leader Board | 14,230 | 20.8% |
| Medium rectangle | 9,889 | 14.4% |
| Non-standard | 4,630 | 6.8% |
| Wide skyscraper | 3,640 | 5.3% |
| Skyscraper | 3,248 | 4.7% |
| Button #2 | 2,876 | 4.2% |
| Half banner | 2,871 | 4.2% |
| Button #1 | 1,368 | 2.0% |
| Square | 1,239 | 1.8% |
| Micro bar | 1,165 | 1.7% |
| Square button | 1,093 | 1.6% |
| Vertical banner | 491 | 0.7% |
| Large rectangle | 342 | 0.5% |
| Rectangle | 220 | 0.3% |
| Total | 68,571 | 100.0% |
| Ad Delivery Types | ||
| Impressions (000) | Share of all Impressions | |
| Inline | 66,549 | 97.1% |
| Pop-Under | 853 | 1.2% |
| Floating/Overlay | 707 | 1.0% |
| Pop-Up | 412 | 0.6% |
| Interstitial | 50 | 0.1% |
| Total | 68,571 | 100.0% |
Source: Nielsen//NetRatings AdRelevance Week Ending Aug. 22, 2004 US, Home and Work
Data on the
Entertainment Industry Radio Segment
| Top Technologies | ||
| Impressions (000) | Share of all Impressions | |
| Image | 1,909 | 52.2% |
| Flash | 979 | 26.8% |
| Animation | 401 | 11.0% |
| Compound ad | 370 | 10.1% |
| Total | 3,659 | 100.0% |
| Top Ad Sizes | ||
| Impressions (000) | Share of all Impressions | |
| Button #2 | 1,641 | 44.9% |
| Medium rectangle | 751 | 20.5% |
| Full banner | 517 | 14.1% |
| Button #1 | 378 | 10.3% |
| Micro bar | 127 | 3.5% |
| Leader Board | 126 | 3.4% |
| Skyscraper | 61 | 1.7% |
| Wide skyscraper | 53 | 1.4% |
| Non-standard | 2 | 0.1% |
| Total | 3,656 | 100.0% |
| Ad Delivery Types | ||
| Impressions (000) | Share of all Impressions | |
| Inline | 3,658 | 100.0% |
| Total | 3,658 | 100.0% |
Source: Nielsen//NetRatings AdRelevance Week Ending Aug. 22, 2004 US, Home and Work
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.