Automotive Site Destinations, Demograpics, And Ad Technology on Internet

by , Oct 30, 2004, 12:00 AM
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Automotive Site Destinations, Demograpics, And Ad Technology on Internet

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

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