60/40 Men to Women Tune in Online Sports
A deeper look at Online sports destinations, demographics, advertisers, ad types, sizes and delivery technology.
|
Top 10 Online Sports Destinations Week ending April 30, 2006 US, Home and Work |
||
|
Brand or Channel |
Unique Audience (000) |
Active Reach (%) |
|
ESPN |
7,183 |
5.59 |
|
Yahoo! Sports |
6,293 |
4.9 |
|
FOX Sports on MSN |
5,483 |
4.27 |
|
eBay Sports |
3,839 |
2.99 |
|
MLB.com |
3,609 |
2.81 |
|
NFL Internet Network |
3,552 |
2.77 |
|
CBS Sportsline.com Network |
3,478 |
2.71 |
|
SI.com |
3,060 |
2.38 |
|
AOL Sports |
2,910 |
2.27 |
|
nascar.com |
2,258 |
1.76 |
|
Source: Nielsen//NetRatings NetView |
||
|
Demographic Data for Sports Category Month of April 2006 US, Home and Work |
|||
|
Category |
Target |
Unique Audience (000) |
Audience Composition (%) |
|
Total |
|
60,331 |
100 |
|
Male |
|
35,426 |
58.72 |
|
Female |
|
24,905 |
41.28 |
|
Age |
2 - 11 |
1,943 |
3.22 |
|
|
12 - 17 |
4,714 |
7.81 |
|
|
18 - 24 |
3,028 |
5.02 |
|
|
25 - 34 |
9,505 |
15.76 |
|
|
35 - 49 |
22,561 |
37.4 |
|
|
45+ |
26,599 |
44.09 |
|
|
55+ |
11,872 |
19.68 |
|
|
65+ |
4,312 |
7.15 |
|
HH Income |
$ 0 - 24999 |
2,847 |
4.72 |
|
|
$ 25000 - 49999 |
12,159 |
20.15 |
|
|
$ 50000 - 74999 |
15,827 |
26.23 |
|
|
$ 75000 - 99999 |
12,280 |
20.35 |
|
|
$ 100000 - 149999 |
10,781 |
17.87 |
|
|
$ 150000+ |
5,431 |
9 |
|
|
No Response |
1,005 |
1.67 |
|
Source: Nielsen//NetRatings NetView |
|||
Data on the Entertainment Industry, Sports Leagues and Teams Segment Week ending April 30, 2006 US, Home and Work
|
Top 15 Advertisers |
||
|
|
Impressions (000) |
Share of Impressions |
|
Major League Baseball |
4,787 |
22.1% |
|
Zurich Classic of New Orleans |
3,192 |
14.7% |
|
Minnesota Vikings |
1,424 |
6.6% |
|
NBA |
969 |
4.5% |
|
Detroit Red Wings Official Page |
948 |
4.4% |
|
The Walt Disney Corporation |
869 |
4.0% |
|
New York Jets |
832 |
3.8% |
|
Pittsburgh Penguins |
742 |
3.4% |
|
PGA TOUR, Inc. |
661 |
3.1% |
|
Lowe's Companies, Inc. |
611 |
2.8% |
|
Comcast Corporation |
592 |
2.7% |
|
Iowa Hawkeyes |
570 |
2.6% |
|
Indiana University |
464 |
2.1% |
|
The University of Tennessee |
395 |
1.8% |
|
Dallas Stars Official Site |
340 |
1.6% |
|
Total |
21,652 |
100.0% |
|
Source: Nielsen//NetRatings AdRelevance |
||
|
Top Ad Sizes |
|||
|
|
Dimensions |
Impressions (000) |
Share of all Impressions |
|
Leaderboard |
(728x90) |
7,051 |
32.6% |
|
Button #2 |
(120x60) |
2,406 |
11.1% |
|
Rectangle |
(180x150) |
2,378 |
11.0% |
|
Wide Skyscraper |
(160x600) |
2,026 |
9.4% |
|
Medium Rectangle |
(300x250) |
1,673 |
7.7% |
|
Half Banner |
(234x60) |
1,114 |
5.1% |
|
Vertical Banner |
(120x240) |
1,091 |
5.0% |
|
Button #1 |
(120x90) |
1,070 |
4.9% |
|
Skyscraper |
(120x600) |
1,050 |
4.9% |
|
Full Banner |
(468x60) |
722 |
3.3% |
|
Square Button |
(125x125) |
385 |
1.8% |
|
Micro Bar |
(88x31) |
271 |
1.3% |
|
Non-Standard Dimension |
|
243 |
1.1% |
|
Square |
(250x250) |
150 |
0.7% |
|
Large Rectangle |
(336x280) |
10 |
0.0% |
|
Vertical Rectangle |
(240x400) |
9 |
0.0% |
|
Total |
|
21,649 |
100.0% |
|
Source: Nielsen//NetRatings AdRelevance |
|||
|
Ad Delivery Types |
||
|
|
Impressions (000) |
Share of all Impressions |
|
Inline |
21,345 |
98.6% |
|
Pop-Under |
158 |
0.7% |
|
Pop-Up |
137 |
0.6% |
|
Floating/Overlay |
10 |
0.0% |
|
Total |
21,650 |
100.0% |
|
Source: Nielsen//NetRatings AdRelevance |
||
Data on the Web Media Industry, Sports and Recreation Segment Week ending April 30, 2006 US, Home and Work
|
Top 15 Advertisers |
||
|
|
Impressions (000) |
Share of all Impressions |
|
Major League Baseball |
10,328 |
15.3% |
|
NBA |
9,078 |
13.4% |
|
NFL Enterprises |
5,985 |
8.8% |
|
Scout.com |
5,758 |
8.5% |
|
Nascar |
4,934 |
7.3% |
|
Yahoo! Inc. |
3,699 |
5.5% |
|
Sportsbook Review.Com |
3,425 |
5.1% |
|
Stats |
3,273 |
4.8% |
|
SportsLine.com, Inc. |
2,842 |
4.2% |
|
Fantasy League Limited |
2,707 |
4.0% |
|
Surfline, Inc |
1,977 |
2.9% |
|
Arena Football League |
1,796 |
2.7% |
|
Microsoft Corporation |
1,325 |
2.0% |
|
Detroit Newspaper Agency |
1,237 |
1.8% |
|
Baseball Almanac |
904 |
1.3% |
|
Total |
67,668 |
100.0% |
|
Source: Nielsen//NetRatings AdRelevance |
||
|
Top Ad Sizes |
|||
|
|
Dimensions |
Impressions (000) |
Share of all Impressions |
|
Micro Bar |
(88x31) |
23,763 |
35.1% |
|
Leaderboard |
(728x90) |
15,686 |
23.2% |
|
Wide Skyscraper |
(160x600) |
6,478 |
9.6% |
|
Button #2 |
(120x60) |
5,909 |
8.7% |
|
Medium Rectangle |
(300x250) |
5,301 |
7.8% |
|
Rectangle |
(180x150) |
5,211 |
7.7% |
|
Non-Standard Dimension |
1,695 |
2.5% |
|
|
Square Button |
(125x125) |
1,175 |
1.7% |
|
Full Banner |
(468x60) |
1,136 |
1.7% |
|
Half Banner |
(234x60) |
715 |
1.1% |
|
Button #1 |
(120x90) |
206 |
0.3% |
|
Unspecified |
|
149 |
0.2% |
|
Large Rectangle |
(336x280) |
123 |
0.2% |
|
Vertical Banner |
(120x240) |
107 |
0.2% |
|
Skyscraper ( |
120x600) |
15 |
0.0% |
|
Total |
|
67,669 |
100.0% |
|
Source: Nielsen//NetRatings AdRelevance |
|||
|
Ad Delivery Types |
||
|
|
Impressions (000) |
Share of all Impressions |
|
Inline |
67,645 |
100.0% |
|
Pop-Up |
23 |
0.0% |
|
Pop-Under |
1 |
0.0% |
|
Total |
67,669 |
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
Center for Media Research
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