Commentary
A Drill-Down on Online Broadcast Media
- by Jack Loechner , Staff Writer @mp_research, January 13, 2006
A deep look at channels, advertisers, demographics, ad sizes, and types for broadcast media including television.
Top 10 Online Broadcast Media DestinationsWeek ending December 18, 2005 US, Home and Work | ||
Brand or Channel | Unique Audience (000) | Active Reach (%) |
CBS | 4,006 | 3.1 |
MSN Video | 3,862 | 2.99 |
AOL Television | 3,734 | 2.89 |
Yahoo! TV | 3,131 | 2.43 |
BBC | 2,962 | 2.3 |
Clear Channel Communications | 2,835 | 2.2 |
NBC Universal | 2,812 | 2.18 |
MSN TV | 2,200 | 1.71 |
TV.com | 1,672 | 1.3 |
Gannett Broadcasting | 1,623 | 1.26 |
Source: Nielsen//NetRatings NetView | ||
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Demographic Data for Broadcast Media Category Month of November 2005 US, Home and Work | |||
Category | Target | Unique Audience(000) | Audience Composition(%) |
Total |
| 61,569 | 100 |
Male |
| 29,468 | 47.86 |
Female |
| 32,101 | 52.14 |
Age | 2 - 11 | 2,757 | 4.48 |
| 12 - 17 | 5,043 | 8.19 |
| 18 - 24 | 3,173 | 5.15 |
| 25 - 34 | 9,824 | 15.96 |
| 35 - 49 | 22,653 | 36.79 |
| 45+ | 25,897 | 42.06 |
| 55+ | 11,760 | 19.1 |
| 65+ | 4,108 | 6.67 |
HH Income | $ 0 - 24999 | 3,573 | 5.8 |
| $ 25000 - 49999 | 14,224 | 23.1 |
| $ 50000 - 74999 | 16,344 | 26.55 |
| $ 75000 - 99999 | 11,650 | 18.92 |
| $ 100000 - 149999 | 9,763 | 15.86 |
| $ 150000+ | 5,102 | 8.29 |
| No Response | 913 | 1.48 |
Source: Nielsen//NetRatings NetView | |||
Data on the Entertainment Industry/ Television Segment
Week ending December 18, 2005 US, Home and Work
Top 20 Advertisers | ||
Company | Impressions (000) | Share of all Impressions |
Time Warner Inc. | 47,560 | 32.2% |
Viacom Inc | 33,427 | 22.7% |
National Geographic Society | 17,410 | 11.8% |
General Electric Company | 7,163 | 4.9% |
E.W. Scripps Company | 6,638 | 4.5% |
Cox Enterprises, Inc. | 6,102 | 4.1% |
The Procter & Gamble Company | 5,132 | 3.5% |
The Walt Disney Corporation | 5,086 | 3.4% |
A&E Television Networks | 4,052 | 2.7% |
Jones International, Ltd | 2,882 | 2.0% |
The News Corporation Limited | 1,853 | 1.3% |
Public Broadcasting Service | 1,745 | 1.2% |
News 5 Net | 1,456 | 1.0% |
Jefferson Pilot Communications | 1,288 | 0.9% |
Bell Globemedia | 1,270 | 0.9% |
Grupo Dataflux, S.A. de C.V. | 938 | 0.6% |
Discovery Communications, Inc. | 867 | 0.6% |
Speed Channel Network Inc | 500 | 0.3% |
Belo Corp. | 432 | 0.3% |
CSS Sports | 322 | 0.2% |
Total | 147,501 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Top Ad Sizes | |||
| Dimensions | Impressions (000) | Share of Impressions |
Leaderboard | (728x90) | 44,931 | 30.5% |
Medium Rectangle | (300x250) | 26,717 | 18.1% |
Unspecified | 23,457 | 15.9% |
|
Button #2 | (120x60) | 18,356 | 12.4% |
Button #1 | (120x90) | 9,796 | 6.6% |
Wide Skyscraper | (160x600) | 6,313 | 4.3% |
Full Banner | (468x60) | 4,525 | 3.1% |
Rectangle | (180x150) | 3,980 | 2.7% |
Non-Standard Dimension |
| 3,100 | 2.1% |
Skyscraper | (180x150) | 3,068 | 2.1% |
Half Banner | (234x60) | 1,545 | 1.0% |
Square Button | (125x125) | 865 | 0.6% |
Micro Bar | (88x31) | 550 | 0.4% |
Large Rectangle | (336x280) | 185 | 0.1% |
Square | (250x250) | 102 | 0.1% |
Vertical Banner | (120x240) | 11 | 0.0% |
Total |
| 147,501 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | |||
Ad Delivery Types | ||
Ad Delivery | Impressions (000) | Share of all Impressions |
Inline | 142,686 | 96.7% |
Interstitial | 4,061 | 2.8% |
Pop-Up | 288 | 0.2% |
Floating/Overlay | 236 | 0.2% |
Pop-Under | 229 | 0.2% |
Total | 147,500 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Note: Nielsen//NetRatings AdRelevance reporting data reflects advertising activity served on pages accessible via the World Wide Web and not within AOL's proprietary service.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.