Commentary
A Look Inside Online Broadcast Media Advertising, Audience, and Ads
- by Jack Loechner , Staff Writer @mp_research, September 2, 2005
Drill down into Online broadcast media, including radio and television, showing top channels, demographics, advertisers and ad types and sizes. &n bsp; &nbs p;
Top 10 Online Broadcast Media Destinations | ||
| Unique Audience (000) | Active Reach (%) |
CBS | 4,614 | 3.62 |
MSN Video | 3,261 | 2.56 |
AOL Television | 2,673 | 2.1 |
BBC | 2,345 | 1.84 |
Clear Channel Communications | 1,847 | 1.45 |
NBC Universal | 1,764 | 1.38 |
ABC.COM | 1,738 | 1.36 |
Nick | 1,710 | 1.34 |
Yahoo! TV | 1,703 | 1.34 |
TV.com | 1,396 | 1.1 |
Source: Nielsen//NetRatings NetView | ||
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Demographic Data for Broadcast
Media Category | |||
| Target | Unique Audience (000) | Audience Comp (%) |
Total |
| 54,767 | 100 |
Male |
| 28,183 | 51.46 |
Female |
| 26,584 | 48.54 |
Age | 2 - 11 | 2,505 | 4.57 |
| 12 - 17 | 4,412 | 8.06 |
| 18 - 24 | 2,826 | 5.16 |
| 25 - 34 | 6,920 | 12.64 |
| 35 - 49 | 19,249 | 35.15 |
| 45+ | 25,501 | 46.56 |
| 55+ | 12,317 | 22.49 |
| 65+ | 4,147 | 7.57 |
HH Income | $ 0 - 24999 | 3,166 | 5.78 |
| $ 25000 - 49999 | 12,483 | 22.79 |
| $ 50000 - 74999 | 15,805 | 28.86 |
| $ 75000 - 99999 | 10,034 | 18.32 |
| $ 100000 - 149999 | 7,902 | 14.43 |
| $ 150000+ | 4,356 | 7.95 |
| No Response | 1,022 | 1.87 |
Source: Nielsen//Netratings Netview | |||
Data on the Entertainment Industry / Television Segment
US, Home and Work Week ending August 14, 2005
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Top 20 Advertisers | ||
| Impressions (000) | Share of all Impressions |
Viacom Inc | 19,536 | 15.3% |
The Walt Disney Corporation | 18,506 | 14.5% |
Cablevision Systems Corporation | 17,763 | 13.9% |
A&E Television Networks | 12,024 | 9.4% |
Cox Enterprises, Inc. | 10,099 | 7.9% |
The News Corporation Limited | 9,598 | 7.5% |
Jones International, Ltd | 8,639 | 6.8% |
Time Warner Inc. | 7,270 | 5.7% |
E.W. Scripps Company | 5,148 | 4.0% |
Discovery Communications, Inc. | 4,190 | 3.3% |
MSNBC | 3,980 | 3.1% |
Game Show Network, Llc | 2,540 | 2.0% |
Bell Globemedia | 2,473 | 1.9% |
Detroit Educational Television Foundation | 1,704 | 1.3% |
General Electric Company | 840 | 0.7% |
Sony Corporation | 691 | 0.5% |
Speed Channel Network Inc | 625 | 0.5% |
INHD | 339 | 0.3% |
Grupo Dataflux, S.A. de C.V. | 318 | 0.2% |
Ovation | 305 | 0.2% |
Total | 127,830 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Top Ad Sizes | ||
| Impressions (000) | Share of all Impressions |
Leaderboard (728x90) | 39,114 | 30.6% |
Medium Rectangle (300x250) | 26,140 | 20.4% |
Full Banner (468x60) | 18,681 | 14.6% |
Wide Skyscraper (160x600) | 15,958 | 12.5% |
Skyscraper (180x150) | 6,785 | 5.3% |
Non-Standard Dimension | 4,721 | 3.7% |
Large Rectangle (336x280) | 2,774 | 2.2% |
Rectangle (180x150) | 2,742 | 2.1% |
Unspecified | 2,688 | 2.1% |
Button #1 (120x90) | 2,482 | 1.9% |
Button #2 (120x60) | 2,138 | 1.7% |
Square (250x250) | 1,264 | 1.0% |
Vertical Banner (120x240) | 1,152 | 0.9% |
Half Banner (234x60) | 564 | 0.4% |
Square Button (125x125) | 552 | 0.4% |
Micro Bar (88x31) | 74 | 0.1% |
Total | 127,829 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Ad Delivery Types | ||
| Impressions (000) | Share of all Impressions |
Inline | 124,990 | 97.8% |
Pop-Up | 1,225 | 1.0% |
Floating/Overlay | 906 | 0.7% |
Interstitial | 655 | 0.5% |
Pop-Under | 53 | 0.0% |
Total | 127,829 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Data on the Entertainment Industry / Radio Segment
US, Home and Work Week ending August 14, 2005 &nbs p;
Top 18 Advertisers | ||
| Impressions (000) | Share of all Impressions |
The Walt Disney Corporation | 340 | 28.5% |
Compass Radio Group | 217 | 18.2% |
CRISTA Broadcasting | 132 | 11.1% |
DreamDoctor.com | 87 | 7.3% |
Executive Broadcast Services | 86 | 7.2% |
Radio America | 80 | 6.7% |
News 5 Net | 63 | 5.3% |
Jones International, Ltd | 47 | 3.9% |
Ruffsounds Production | 39 | 3.3% |
Clear Channel Communications, Inc. | 34 | 2.9% |
Citadel Broadcasting Company | 24 | 2.0% |
The Tour Bus | 13 | 1.1% |
Mid-West Management, Inc. | 12 | 1.0% |
Viacom Inc | 6 | 0.5% |
News/Talk 910 WSBA | 6 | 0.5% |
Entercom Communications Corp. | 4 | 0.3% |
Journal Broadcast Group | 1 | 0.1% |
Las Vegas Broadcasters, Inc. | 1 | 0.1% |
Total | 1,192 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Top Ad Sizes | ||
| Impressions (000) | Share of all Impressions |
Leaderboard (728x90) | 306 | 25.7% |
Full Banner (468x60) | 242 | 20.3% |
Wide Skyscraper (160x600) | 172 | 14.4% |
Button #1 (120x90) | 109 | 9.2% |
Medium Rectangle (300x250) | 105 | 8.8% |
Vertical Rectangle (240x400) | 83 | 7.0% |
Rectangle (180x150) | 74 | 6.2% |
Micro Bar (88x31) | 42 | 3.5% |
Button #2 (120x60) | 27 | 2.3% |
Vertical Banner (120x240) | 17 | 1.4% |
Non-Standard Dimension | 13 | 1.1% |
Square Button (125x125) | 1 | 0.1% |
Total | 1,191 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Ad Delivery Types | ||
| Impressions (000) | Share of all Impressions |
Inline | 1,083 | 90.9 |
Floating/Overlay | 109 | 9.1% |
Total | 1,192 | 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.