Commentary

Online Personals Sites, Demographics, Advertisers, Ad Styles and Delivery

by Jack Loechner , Staff Writer @mp_research, January 31, 2005

Online Personals Sites, Demographics, Advertisers, Ad Styles and Delivery

A deeper drill-down on Online Personals Sites including Demographics, Advertisers, Ad Styles and Delivery

Top Online Personals Destinations, at Home Week ending Jan. 9, 2005 US, Home

	Unique Audience (000)	Active Reach (%)
Myspace.com	1,798	1.65
Match	1,223	1.12
Yahoo! Personals	1,220	1.12
AmericanSingles	762	0.7
Tickle	674	0.62
Thefacebook	502	0.46
TRUE	471	0.43
MSN Dating & Personals	466	0.43
Eharmony.com	374	0.34
FriendFinder.com	333	0.3

Source: Nielsen//NetRatings NetView

Demographic data for personals category Month of December 2004 US, Home

	Unique audience (000)	Audience comp (%)
Total	18,846	100.0
Male	9,934	52.7
Female	8,913	47.3
Age
2 - 11	556	3.0
12 - 17	3,110	16.5
18 - 24	2,627	13.9
25 - 34	2,821	15.0
35 - 49	5,237	27.8
45+	6,375	33.8
55+	2,976	15.8
65+	1,068	5.7
HH income
$ 0 - 24999	1,396	7.4
$ 25000 - 49999	4,877	25.9
$ 50000 - 74999	5,480	29.1
$ 75000 - 99999	3,350	17.8
$ 100000 - 149999	2,346	12.5
$ 150000+	1,258	6.7
no response	139	0.7

Source: Nielsen//NetRatings NetView

Data on the Web Media Industry / Personals Segment Week ending Jan. 9, 2005 US, Home and Work

	Unique audience (000)	Audience comp (%)
Total	18,846	100.0
Male	9,934	52.7
Female	8,913	47.3
Age
2 - 11	556	3.0
12 - 17	3,110	16.5
18 - 24	2,627	13.9
25 - 34	2,821	15.0
35 - 49	5,237	27.8
45+	6,375	33.8
55+	2,976	15.8
65+	1,068	5.7
HH income
$ 0 - 24999	1,396	7.4
$ 25000 - 49999	4,877	25.9
$ 50000 - 74999	5,480	29.1
$ 75000 - 99999	3,350	17.8
$ 100000 - 149999	2,346	12.5
$ 150000+	1,258	6.7
no response	139	0.7

Source: Nielsen//NetRatings AdRelevance

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About the Author

Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.