Commentary
Automotive Site Destinations, Demograpics, And Ad Technology on Internet
- by Jack Loechner , Staff Writer @mp_research, October 30, 2004
A deep look at automotive destinations, demograpics of viewers, ad types and sizes.
Top Online Automotive Destinations, US at Home Week ending Oct. 10, 2004
| Unique Audience (000) | Active Reach (%) | |
| eBay Motors | 2,702 | 2.57 |
| AOL Auto | 912 | 0.87 |
| AutoTrader.com | 621 | 0.59 |
| Kelley Blue Book | 574 | 0.55 |
| MSN Autos | 442 | 0.42 |
| Ford | 440 | 0.42 |
| Autobytel | 407 | 0.39 |
| Edmunds.com | 399 | 0.38 |
| automotive.com | 383 | 0.36 |
| AAA | 359 | 0.34 |
Source: Nielsen//NetRatings NetView
Demographic Data for Automotive Category
Month of
September 2004 US, Home
| Unique Audience (000) | Audience Comp (%) | |
| Total | 25,697 | 100 |
| Male | 15,035 | 58.51 |
| Female | 10,661 | 41.49 |
| Age | ||
| 2 - 11 | 436 | 1.7 |
| 12 - 17 | 2,060 | 8.02 |
| 18 - 24 | 1,972 | 7.67 |
| 25 - 34 | 4,264 | 16.59 |
| 35 - 49 | 8,605 | 33.49 |
| 45+ | 11,391 | 44.33 |
| 55+ | 5,716 | 22.24 |
| 65+ | 1,965 | 7.65 |
| HH Income | ||
| $ 0 - 24999 | 1,533 | 5.97 |
| $ 25000 - 49999 | 6,401 | 24.91 |
| $ 50000 - 74999 | 7,608 | 29.61 |
| $ 75000 - 99999 | 4,519 | 17.59 |
| $ 100000 - 149999 | 3,466 | 13.49 |
| $ 150000+ | 1,748 | 6.8 |
| No Response | 423 | 1.64 |
Source: Nielsen//NetRatings NetView
Automotive Industry Top 20 Advertisers Week Ending Oct. 10, 2004 US, Home and Work
| Brand | Impressions (000) | Share of Imp |
| DaimlerChrysler Corporation Jeep | 142,527 | 19.7% |
| Toyota Motor Corporation Toyota | 123,884 | 17.1% |
| DaimlerChrysler Corporation Dodge | 52,878 | 7.3% |
| Ford Motor Company Ford | 42,581 | 5.9% |
| DaimlerChrysler Corporation Chrysler | 39,372 | 5.4% |
| Ford Motor Company Volvo Cars of North America, Inc. | 39,016 | 5.4% |
| Honda Motor Co., Ltd. Honda Automobiles | 26,760 | 3.7% |
| Toyota Motor Corporation Lexus | 25,563 | 3.5% |
| General Motors Corporation GMC | 23,562 | 3.3% |
| General Motors Corporation Chevrolet | 16,663 | 2.3% |
| Honda Motor Co., Ltd. Acura Automobiles | 14,049 | 1.9% |
| General Motors Corporation Saturn | 12,212 | 1.7% |
| Volkswagen AG Audi of America | 6,633 | 0.9% |
| General Motors Corporation Cadillac | 6,369 | 0.9% |
| DaimlerChrysler Corporation Mercedes-Benz | 6,235 | 0.9% |
| Ford Motor Company Mercury | 6,097 | 0.8% |
| General Motors Corporation Buick | 5,472 | 0.8% |
| Mazda Motor Corporation Mazda North American Operations | 4,510 | 0.6% |
| Nissan Motor Co., Ltd. Nissan | 3,535 | 0.5% |
| General Motors Corporation Pontiac | 3,195 | 0.4% |
| Total | 723,684 | 100.0% |
Source: Nielsen//NetRatings AdRelevance
| Top Ad Sizes | ||
| Impressions (000) | Share of all Impressions | |
| Leader Board | 198,146 | 27.4% |
| Non-standard | 126,200 | 17.4% |
| Button #1 | 89,170 | 12.3% |
| Medium rectangle | 65,553 | 9.1% |
| Full banner | 64,038 | 8.8% |
| Micro bar | 48,386 | 6.7% |
| Wide skyscraper | 40,220 | 5.6% |
| Rectangle | 20,091 | 2.8% |
| Skyscraper | 13,207 | 1.8% |
| Half banner | 13,113 | 1.8% |
| Button #2 | 11,833 | 1.6% |
| Large rectangle | 10,749 | 1.5% |
| Vertical banner | 9,364 | 1.3% |
| Unspecified | 6,129 | 0.8% |
| Square button | 5,224 | 0.7% |
| Square | 1,298 | 0.2% |
| Vertical rectangle | 962 | 0.1% |
| Total | 723,683 | 100.0% |
| Ad Delivery Types | ||
| Impressions (000) | Share of all Impressions | |
| Inline | 645,499 | 89.2% |
| Interstitial | 53,026 | 7.3% |
| Pop-Up | 23,007 | 3.2% |
| Floating/Overlay | 1,893 | 0.3% |
| Pop-Under | 259 | 0.0% |
| Total | 723,684 | 100.0% |
Source: Nielsen//NetRatings AdRelevance
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.