• by Jack Loechner , Staff Writer @mp_research, January 24, 2005

Online Sports & Recreation Sites,

Deep drill-down for Online Sports & Recreation Sites, Reader Demographics, Advertisers, Ad Types, Sizes and Delivery

Top Online Sports Destinations, at Home Week ending Dec. 26, 2004 US, Home

Brand or Channel	Unique Audience (000)	Active Reach (%)
ESPN	3,559	3.35
Yahoo! Sports	3,223	3.03
NFL Internet Network	3,183	2.99
FOX Sports on MSN	2,203	2.07
Sportsline.com	1,645	1.55
AOL Sports	1,542	1.45
SI.com	1,114	1.05
MLB.com	1,102	1.04
CollegeSports.com	618	0.58
NBA Internet Network	602	0.57

Source: Nielsen//NetRatings NetView

Demographic Data for Sports Category Month of November 2004 US, Home

Target	Audience (000)	Audience Comp (%)
Total	40,928	100.0
Male	23,789	58.1
Female	17,139	41.9
Age
2 - 11	1,437	3.5
12 - 17	4,457	10.9
18 - 24	2,983	7.3
25 - 34	7,192	17.6
35 - 49	13,610	33.3
45+	15,847	38.7
55+	7,514	18.4
65+	2,729	6.7
HH Income
$ 0 - 24999	2,036	5.0
$ 25000 - 49999	9,432	23.0
$ 50000 - 74999	11,778	28.8
$ 75000 - 99999	8,265	20.2
$ 100000 - 149999	5,870	14.3
$ 150000+	2,876	7.0
No Response	671	1.6

Source: Nielsen//Netratings Netview

Data on the Entertainment Industry / Sports Leagues & Teams Segment Week ending Dec. 26, 2004 US, Home and Work

Top 20 Advertisers
	Impressions (000)	Share of all Impressions
Arizona Cardinals	2,474	15.2%
NBA	2,346	14.5%
Official College Sports Network, INC.	1,817	11.2%
FIFA	1,160	7.1%
University of Maryland Terps	889	5.5%
Major League Baseball	849	5.2%
Butler University Bulldogs	595	3.7%
The University of Tennessee	523	3.2%
Iowa Hawkeyes	515	3.2%
World Free Agent Spring Training	251	1.5%
National Collegiate Athletic Association	240	1.5%
South Carolina Gamecocks	234	1.4%
Lextra Management Group	227	1.4%
Oregon State University Beavers	214	1.3%
International Speedway Corporation	207	1.3%
University of Baylor Bears	197	1.2%
Arizona State University System	176	1.1%
Cincinnati Mighty Ducks	157	1.0%
University of North Carolina	149	0.9%
Chicago Rush Arena Football	142	0.9%
Total	16,224	100.0%
Top Ad Sizes
Dimensions	Impressions (000)	Share of all Impressions
Button #2	4,005	24.7%
Button #1	2,406	14.8%
Full banner	2,330	14.4%
Skyscraper	1,278	7.9%
Leader Board	1,254	7.7%
Wide skyscraper	882	5.4%
Half banner	839	5.2%
Square button	760	4.7%
Vertical banner	595	3.7%
Rectangle	547	3.4%
Medium rectangle	436	2.7%
Square	315	1.9%
Micro bar	292	1.8%
Non-standard	261	1.6%
Vertical rectangle	14	0.1%
Large rectangle	11	0.1%
Total	16,225	100.0%
Ad Delivery Types
Ad Delivery	Impressions (000)	Share of all Impressions
Inline	15,816	97.5%
Pop-Under	327	2.0%
Floating/Overlay	78	0.5%
Pop-Up	4	0.0%
Total	16,225	100.0%

Source: Nielsen//NetRatings AdRelevance

Data on the Web Media Industry / Sports & Recreation Segment Week ending Dec. 26, 2004 US, Home and Work

Top 20 Advertisers
Company	Impressions (000)	Share of all Impressions
SportsCrew Co.	13,836	25.7%
PLAYERS INC	6,874	12.8%
Scout.com	5,682	10.6%
Yahoo! Inc.	4,808	8.9%
CSI, Ltd.	3,731	6.9%
SportsByBrooks	3,268	6.1%
SportsLine.com, Inc.	2,292	4.3%
PGA TOUR, Inc.	1,927	3.6%
NYC2012	1,764	3.3%
Major League Baseball	1,492	2.8%
Rendition Multimedia, Inc.	1,267	2.4%
Time Warner Inc.	984	1.8%
Internet Opportunity Entertainment Ltd	565	1.1%
The Walt Disney Corporation	437	0.8%
ESPN Russell Racing Schools	362	0.7%
NBA	347	0.6%
Pro Football Weekly, LLC	264	0.5%
Student Advantage, Inc.	255	0.5%
Perfect Game USA	251	0.5%
Baseball Express, Inc	251	0.5%
Total	53,790	100.0%
Top Ad Sizes
Dimensions	Impressions (000)	Share of all Impressions
Square button	15,318	28.5%
Button #2	9,866	18.3%
Leader Board	7,316	13.6%
Square	4,921	9.1%
Wide skyscraper	3,906	7.3%
Button #1	3,589	6.7%
Non-standard	3,255	6.1%
Medium rectangle	1,981	3.7%
Vertical banner	1,324	2.5%
Micro bar	936	1.7%
Rectangle	789	1.5%
Full banner	220	0.4%
Half banner	218	0.4%
Skyscraper	148	0.3%
Large rectangle	3	0.0%
Total	53,790	100.0%
Ad Delivery Types
Ad Delivery	Impressions (000)	Share of all Impressions
Inline	52,360	97.3%
Pop-Under	1,106	2.1%
Pop-Up	260	0.5%
Floating/Overlay	38	0.1%
Interstitial	26	0.0%
Total	53,790	100.0%

Source: Nielsen//NetRatings AdRelevance