Commentary
Health & Fitness Sites, Advertisers, Demographics and Ad Detail
- by Jack Loechner , Staff Writer @mp_research, February 11, 2005
A deeper look at Health and Fitness sites, visitors, advertisers and ad technology
Top Online Health, Fitness &
Nutrition Destinations, at Home Week ending Jan. 2, 2005 US
| Unique Audience (000) | Active Reach (%) | |
| eBay Sports | 2,323 | 2.18 |
| WebMD | 973 | 0.92 |
| AOL Health | 854 | 0.8 |
| Mydietpatches.com | 827 | 0.78 |
| Weight Watchers | 670 | 0.63 |
| Medco | 507 | 0.48 |
| U.S. National Institutes of Health | 479 | 0.45 |
| Yahoo! Health | 476 | 0.45 |
| eDiets | 468 | 0.44 |
| About Health and Fitness | 415 | 0.39 |
Source: Nielsen//NetRatings NetView
Demographic Data for Health, Fitness & Nutrition Category Month of December 2004 US, Home
| Unique Audience (000) | Audience Comp% | |
| Total | 35,193 | 100.0 |
| Male | 15,126 | 43.0 |
| Female | 20,068 | 57.0 |
| Age | ||
| 2 - 11 | 723 | 2.1 |
| 12 - 17 | 2,921 | 8.3 |
| 18 - 24 | 2,189 | 6.2 |
| 25 - 34 | 5,393 | 15.3 |
| 35 - 49 | 11,488 | 32.6 |
| 45+ | 16,793 | 47.7 |
| 55+ | 8,687 | 24.7 |
| 65+ | 3,367 | 9.6 |
| HH Income | ||
| $ 0 - 24999 | 2,297 | 6.5 |
| $ 25000 - 49999 | 8,874 | 25.2 |
| $ 50000 - 74999 | 10,428 | 29.6 |
| $ 75000 - 99999 | 6,402 | 18.2 |
| $ 100000 - 149999 | 4,423 | 12.6 |
| $ 150000+ | 2,242 | 6.4 |
| No Response | 527 | 1.5 |
Source: Nielsen//NetRatings NetView
Data on the Health Industry Week ending Jan. 2, 2005 US, Home and
Work
| Top 20 Advertisers | ||
| Company | Impressions (000) | Share of all Impressions |
| Weight Watchers International, Inc. | 135,651 | 15.9% |
| Waterfront Media, Inc. | 69,337 | 8.1% |
| The Reader's Digest Association, Inc. | 65,526 | 7.7% |
| Jenny Craig, Inc. | 64,782 | 7.6% |
| eDiets.com, Inc. | 56,236 | 6.6% |
| AstraZeneca Pharmaceuticals LP | 55,431 | 6.5% |
| Tempur Pedic, Inc. | 54,139 | 6.3% |
| IncreaseYourHealth.com | 51,447 | 6.0% |
| Johnson & Johnson | 47,005 | 5.5% |
| Amazing Diet Patch | 38,062 | 4.5% |
| Novartis AG | 34,695 | 4.1% |
| Medical Hair Restoration | 15,085 | 1.8% |
| GlaxoSmithKline | 12,824 | 1.5% |
| HealthInsuranceSavings.com | 12,531 | 1.5% |
| Merck/Schering-Plough Pharmaceuticals | 10,809 | 1.3% |
| Bayer Corporation | 10,496 | 1.2% |
| Roche Group | 7,206 | 0.8% |
| Amgen Inc. | 7,029 | 0.8% |
| Lilly ICOS | 6,580 | 0.8% |
| Curb Your Cravings, LLC. | 6,410 | 0.8% |
| Total | 854,433 | 100.0% |
| Top Ad Sizes | ||
| Dimensions | Impressions (000) | Share of all Impressions |
| Leader Board | 299,604 | 35.1% |
| Full banner | 122,810 | 14.4% |
| Medium rectangle | 109,173 | 12.8% |
| Wide skyscraper | 90,216 | 10.6% |
| Skyscraper | 70,228 | 8.2% |
| Non-standard | 38,995 | 4.6% |
| Rectangle | 28,581 | 3.3% |
| Square button | 27,046 | 3.2% |
| Half banner | 18,674 | 2.2% |
| Vertical banner | 16,832 | 2.0% |
| Button #1 | 10,544 | 1.2% |
| Button #2 | 9,786 | 1.1% |
| Large rectangle | 6,309 | 0.7% |
| Micro bar | 4,077 | 0.5% |
| Square | 1,350 | 0.2% |
| Unspecified | 152 | 0.0% |
| Vertical rectangle | 63 | 0.0% |
| Total | 854,440 | 100.0% |
| Ad Delivery Types | ||
| Ad Delivery | Impressions (000) | Share of all Impressions |
| Inline | 832,786 | 97.5% |
| Pop-Under | 16,273 | 1.9% |
| Pop-Up | 3,291 | 0.4% |
| Interstitial | 1,569 | 0.2% |
| Floating/Overlay | 521 | 0.1% |
| Total | 854,440 | 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.