Commentary
Men and Women, Boys and Girls, But Over 45's Are the Video Movie Viewers
- by Jack Loechner , Staff Writer @mp_research, December 4, 2004
A deep look at Internet movie viewers, advertisers and types of Online advertising in the entertainment industry. Top Online Video/ Movies Destinations, at Home
| Brand or Channel | Unique Audience (000) | Active Reach (%) |
| Internet Movie Database | 1,993 | 1.87 |
| Moviefone | 1,641 | 1.54 |
| Yahoo! Movies | 1,468 | 1.38 |
| Netflix | 1,308 | 1.23 |
| UGO Film/TV | 828 | 0.78 |
| Atom Films | 761 | 0.71 |
| Blockbuster | 661 | 0.62 |
| iFILM | 531 | 0.5 |
| Sony Pictures Movies | 487 | 0.46 |
| fandango.com | 484 | 0.45 |
Source: Nielsen//NetRatings NetView Week ending Oct. 31, 2004 US, Home
Demographic Data for Video/ Movies Category
| Unique Audience (000) | Audience Comp (%) | |
| All | 23,577 | 100 |
| Male | 11,639 | 49.37 |
| Female | 11,938 | 50.63 |
| Age | ||
| 2 - 11 | 911 | 3.86 |
| 12 - 17 | 3,572 | 15.15 |
| 18 - 24 | 2,090 | 8.87 |
| 25 - 34 | 4,296 | 18.22 |
| 35 - 49 | 6,992 | 29.65 |
| 45+ | 8,013 | 33.99 |
| 55+ | 3,842 | 16.29 |
| 65+ | 1,373 | 5.82 |
| HH Income | ||
| $ 0 - 24999 | 1,610 | 6.83 |
| $ 25000 - 49999 | 5,864 | 24.87 |
| $ 50000 - 74999 | 6,560 | 27.82 |
| $ 75000 - 99999 | 4,272 | 18.12 |
| $ 100000 - 149999 | 3,455 | 14.65 |
| $ 150000+ | 1,385 | 5.87 |
| No Response | 432 | 1.83 |
Source: Nielsen//NetRatings NetView Month of Sept 2004 US, Home
Data on the Entertainment Industry Movies Segment
| Top 20 Advertisers | ||
| Company | Impressions (000) | Share of all Impressions |
| DreamWorks SKG | 52,315 | 23.2% |
| The News Corporation Limited | 38,114 | 16.9% |
| General Electric Company | 36,632 | 16.2% |
| Time Warner Inc. | 29,975 | 13.3% |
| Sony Corporation | 23,170 | 10.3% |
| The Walt Disney Corporation | 15,741 | 7.0% |
| Viacom Inc | 12,679 | 5.6% |
| Lions Gate Entertainment Corp | 9,500 | 4.2% |
| Fine Line Features | 1,453 | 0.6% |
| Metro-Goldwin-Mayer Inc. | 1,040 | 0.5% |
| Rogue Pictures | 760 | 0.3% |
| The Samuel Goldwyn Company | 749 | 0.3% |
| American Vantage Media | 598 | 0.3% |
| Booya Studios | 352 | 0.2% |
| Shout! Factory | 323 | 0.1% |
| Liberation Publications, Inc. | 314 | 0.1% |
| New Market Film Group | 299 | 0.1% |
| Tapeworm | 288 | 0.1% |
| Eagle Media | 245 | 0.1% |
| Home Vision, Inc. | 235 | 0.1% |
| Total | 225,658 | 100.0% |
| Top Ad Sizes | ||
| Dimensions | Impressions (000) | Share of all Impressions |
| Leader Board | 78,781 | 34.9% |
| Medium rectangle | 23,474 | 10.4% |
| Full banner | 20,770 | 9.2% |
| Wide skyscraper | 17,259 | 7.6% |
| Skyscraper | 16,105 | 7.1% |
| Half banner | 15,670 | 6.9% |
| Button #1 | 13,541 | 6.0% |
| Non-standard | 11,013 | 4.9% |
| Vertical banner | 7,730 | 3.4% |
| Large rectangle | 5,542 | 2.5% |
| Rectangle | 4,778 | 2.1% |
| Vertical rectangle | 3,664 | 1.6% |
| Square | 3,356 | 1.5% |
| Unspecified | 1,404 | 0.6% |
| Button #2 | 1,368 | 0.6% |
| Micro bar | 617 | 0.3% |
| Square button | 583 | 0.3% |
| Total | 225,655 | 100.0% |
| Ad Delivery Types | ||
| Ad Delivery | Impressions (000) | Share of all Impressions |
| Inline | 215,523 | 95.5% |
| Pop-Up | 5,417 | 2.4% |
| Floating/Overlay | 3,460 | 1.5% |
| Interstitial | 998 | 0.4% |
| Pop-Under | 257 | 0.1% |
| Total | 225,655 | 100.0% |
Source: Nielsen//NetRatings AdRelevance Week Ending Oct. 31, 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.