Commentary
Online Food And Cooking Sites
- by Jack Loechner , Staff Writer @mp_research, June 17, 2005
A deeper look at popular food, cooking and beverage segments of the industry, with popular sites in May, demographics, advertisers, ad types and specific ations. & nbsp;
Top 5 Online Food & Cooking Destinations Week ending May 22, 2005 US, Home and Work | ||
Brand or Channel | Unique Audience (000) | Active Reach (%) |
Food Network | 2,290 | 1.8 |
Kraft Foods | 2,181 | 1.71 |
Allrecipes | 807 | 0.63 |
About Food | 562 | 0.44 |
Cooks.com | 543 | 0.43 |
Source: Nielsen//NetRatings NetView | ||
&nbs p; &n bsp;
Demographic Data for Food & Cooking Category Month of April 2005 US, Home and Work | |||
| Target | Unique Audience (000) | Audience Comp (%) |
Total |
| 31,269 | 100 |
Male |
| 13,255 | 42.39 |
Female |
| 18,014 | 57.61 |
Age | 2 - 11 | 478 | 1.53 |
| 12 - 17 | 1,221 | 3.9 |
| 18 - 24 | 931 | 2.98 |
| 25 - 34 | 4,588 | 14.67 |
| 35 - 49 | 12,050 | 38.54 |
| 45+ | 16,336 | 52.25 |
| 55+ | 8,004 | 25.6 |
| 65+ | 2,814 | 9 |
HH Income | $ 0 - 24999 | 1,624 | 5.19 |
| $ 25000 - 49999 | 7,040 | 22.51 |
| $ 50000 - 74999 | 8,922 | 28.53 |
| $ 75000 - 99999 | 5,725 | 18.31 |
| $ 100000 - 149999 | 4,461 | 14.27 |
| $ 150000+ | 3,019 | 9.66 |
Source: Nielsen//NetRatings NetView | |||
Data on the Consumer Goods Industry, Food & Beverage Segment
Week ending May 22, 2005 US, Home and Work &nbs p;
Top 20 Advertisers | ||
Company | Impressions (000) | Share of all Impressions |
PepsiCo, Inc. | 89,116 | 30.1% |
Kellogg Company | 46,157 | 15.6% |
Altria Group Inc. | 32,421 | 11.0% |
Nestle USA, Inc. | 26,275 | 8.9% |
Brutal Fruit Beverage Co. | 14,517 | 4.9% |
Groupe Danone | 7,466 | 2.5% |
Pernod Ricard | 6,618 | 2.2% |
Unilever | 6,571 | 2.2% |
E. & J. Gallo Winery | 6,539 | 2.2% |
Wm. Wrigley Jr. Company | 5,484 | 1.9% |
General Mills, Inc. | 5,226 | 1.8% |
The Topps Company, Inc. | 4,484 | 1.5% |
The Coca-Cola Company | 4,200 | 1.4% |
Omaha Steaks International Inc. | 3,771 | 1.3% |
Cadbury Schweppes | 2,414 | 0.8% |
Bristol-Myers Squibb Company | 2,373 | 0.8% |
Anheuser-Busch Companies, Inc. | 2,272 | 0.8% |
Stonyfield Farm | 2,012 | 0.7% |
Sara Lee Corporation | 1,905 | 0.6% |
Fortune Brands, Inc. | 1,501 | 0.5% |
Total | 295,651 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Top Ad Sizes | ||
Dimensions | Impressions (000) | Share of all Impressions |
Leader Board | 65,585 | 22.2% |
Half banner | 61,504 | 20.8% |
Medium rectangle | 60,880 | 20.6% |
Wide skyscraper | 22,721 | 7.7% |
Non-standard | 21,352 | 7.2% |
Skyscraper | 11,187 | 3.8% |
Full banner | 10,371 | 3.5% |
Vertical banner | 9,016 | 3.0% |
Vertical rectangle | 7,400 | 2.5% |
Button #2 | 7,320 | 2.5% |
Rectangle | 6,690 | 2.3% |
Large rectangle | 3,452 | 1.2% |
Button #1 | 2,645 | 0.9% |
Square button | 1,977 | 0.7% |
Square | 1,802 | 0.6% |
Unspecified | 1,066 | 0.4% |
Micro bar | 680 | 0.2% |
Total | 295,648 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Ad Delivery Types | ||
| Impressions (000) | Share of all Impressions |
Inline | 281,134 | 95.1% |
Floating/Overlay | 8,757 | 3.0% |
Pop-Up | 4,645 | 1.6% |
Pop-Under | 598 | 0.2% |
Interstitial | 514 | 0.2% |
Total | 295,648 | 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.