A deep drill-down into significant data regarding home, garden and home improvement sites, demographics, advertisers and ad technology
Top Online Home & Garden Destinations Week ending Feb. 13, 2005 US, Home and Work
Brand or Channel | Unique Audience (000) | Active Reach (%) |
eBay Home | 4,174 | 3.33 |
HGTV | 3,351 | 2.67 |
The Home Depot | 2,139 | 1.7 |
Lowe's | 1,620 | 1.29 |
eBay Crafts | 1,047 | 0.83 |
Source: Nielsen//NetRatings NetView |
Demographic Data for Home & Garden Category Month of January 2005 US, Home and Work
Target | Unique Audience (000) | Audience Comp (%) |
Total | 47,269 | 100 |
Male | 21,413 | 45.3 |
Female | 25,856 | 54.7 |
Age | ||
2 - 11 | 672 | 1.42 |
12 - 17 | 1,699 | 3.6 |
18 - 24 | 1,487 | 3.15 |
25 - 34 | 7,279 | 15.4 |
35 - 49 | 18,365 | 38.85 |
45+ | 24,346 | 51.51 |
55+ | 11,362 | 24.04 |
65+ | 3,220 | 6.81 |
HH Income | ||
$ 0 - 24999 | 2,021 | 4.28 |
$ 25000 - 49999 | 10,627 | 22.48 |
$ 50000 - 74999 | 13,252 | 28.03 |
$ 75000 - 99999 | 9,384 | 19.85 |
$ 100000 - 149999 | 7,213 | 15.26 |
$ 150000+ | 3,907 | 8.27 |
No Response | 865 | 1.83 |
Data on the Consumer Goods Industry / Home & Garden Segment Week ending Feb. 13, 2005 US, Home and Work
Top 20 Advertisers
Company | Impressions (000) | Share of all Impressions |
The Clorox Company | 21,054 | 24.9% |
Sears, Roebuck and Co. | 10,422 | 12.3% |
California Closets | 8,030 | 9.5% |
Quafferville | 4,520 | 5.3% |
Masco Corporation | 4,300 | 5.1% |
BISSELL | 2,942 | 3.5% |
Invention Channel | 2,494 | 3.0% |
A.A.A. Vacuum Cleaners | 2,440 | 2.9% |
Tempur-Pedic Direct Response, Inc. | 2,342 | 2.8% |
Minnesota Mining & Manufacturing Company | 2,116 | 2.5% |
United Technologies Corporation | 1,756 | 2.1% |
Jeld-Wen | 1,314 | 1.6% |
Cosentino USA | 1,277 | 1.5% |
SunSetter Awnings | 1,204 | 1.4% |
Flooring Industries Ltd. | 1,198 | 1.4% |
Wellborn Cabinet | 1,198 | 1.4% |
The Procter & Gamble Company | 1,160 | 1.4% |
Simplicity Sewing | 1,070 | 1.3% |
Fortune Brands, Inc. | 1,051 | 1.2% |
Sub-Zero Freezer Company, Inc. | 937 | 1.1% |
Total | 84,528 | 100.0% |
Source: Nielsen//NetRatings AdRelevance |
Top Ad Sizes
Dimensions | Impressions (000) | Share of all Impressions |
Leader Board | 22,346 | 26.4% |
Skyscraper | 10,255 | 12.1% |
Half banner | 9,591 | 11.3% |
Medium rectangle | 8,281 | 9.8% |
Wide skyscraper | 7,134 | 8.4% |
Square button | 4,796 | 5.7% |
Full banner | 4,610 | 5.5% |
Micro bar | 3,772 | 4.5% |
Button #2 | 3,394 | 4.0% |
Non-standard | 3,076 | 3.6% |
Vertical banner | 2,097 | 2.5% |
Button #1 | 2,062 | 2.4% |
Rectangle | 1,953 | 2.3% |
Square | 512 | 0.6% |
Large rectangle | 498 | 0.6% |
Vertical rectangle | 138 | 0.2% |
Unspecified | 10 | 0.0% |
Total | 84,525 | 100.0% |
Source: Nielsen//NetRatings AdRelevance |
Ad Delivery Types
Ad Delivery | Impressions (000) | Share of all Impressions |
Inline | 83,536 | 98.8% |
Pop-Up | 818 | 1.0% |
Interstitial | 170 | 0.2% |
Pop-Under | 1 | 0.0% |
Total | 84,525 | 100.0% |
Source: Nielsen//NetRatings AdRelevance |
Data on the Retail Goods & Services Industry / Home Improvement Segment Week ending Feb. 13, 2005 US, Home and Work
Top 20 Advertisers
Company | Impressions (000) | Share of all Impressions |
JustListed.com | 18,337 | 11.2% |
zipRealty, Inc. | 11,252 | 6.9% |
Beazer Homes USA Inc. | 10,643 | 6.5% |
Lowe's Companies, Inc. | 8,320 | 5.1% |
Cendant Corporation | 7,885 | 4.8% |
RE/MAX International, Inc. | 5,696 | 3.5% |
KB Home | 5,000 | 3.1% |
Prudential Financial, Inc. | 4,862 | 3.0% |
The Halstead Property Company | 4,777 | 2.9% |
Pulte Homes, Inc. | 3,641 | 2.2% |
Endless Pools, Inc. | 3,350 | 2.0% |
Sherwin-Williams | 3,119 | 1.9% |
Morrison Homes | 2,843 | 1.7% |
Hot Springs Pools, LLC | 2,410 | 1.5% |
Eagle's Nest Homes | 2,013 | 1.2% |
The Home Depot, Inc. | 1,896 | 1.2% |
iFloor.com | 1,877 | 1.1% |
Coldwell Banker King Thompson Realtors | 1,801 | 1.1% |
Parra Design Group, LTD. | 1,586 | 1.0% |
Lumber Liquidators, Inc. | 1,322 | 0.8% |
Total | 163,873 | 100.0% |
Source: Nielsen//NetRatings AdRelevance |
Top Ad Sizes
Dimensions | Impressions (000) | Share of all Impressions |
Leader Board | 32,752 | 20.0% |
Full banner | 23,452 | 14.3% |
Skyscraper | 20,233 | 12.3% |
Button #2 | 18,289 | 11.2% |
Wide skyscraper | 15,329 | 9.4% |
Button #1 | 11,100 | 6.8% |
Vertical banner | 9,599 | 5.9% |
Micro bar | 7,987 | 4.9% |
Medium rectangle | 6,370 | 3.9% |
Rectangle | 5,022 | 3.1% |
Half banner | 4,800 | 2.9% |
Square button | 3,467 | 2.1% |
Square | 2,566 | 1.6% |
Non-standard | 1,543 | 0.9% |
Large rectangle | 777 | 0.5% |
Vertical rectangle | 558 | 0.3% |
Unspecified | 21 | 0.0% |
Total | 163,865 | 100.0% |
Source: Nielsen//NetRatings AdRelevance |
Ad Delivery Types
Ad Delivery | Impressions (000) | Share of all Impressions |
Inline | 162,270 | 99.0% |
Floating/Overlay | 691 | 0.4% |
Pop-Under | 664 | 0.4% |
Pop-Up | 240 | 0.1% |
Total | 163,865 | 100.0% |
Source: Nielsen//NetRatings AdRelevance |