Commentary

Top Sites, Demographics and Ad Methodology Complete the Package

Top Sites, Demographics and Ad Methodology Complete the Package

Of particular interest this week is the expanded collective coverage incorporating not only top sites in the category, but digging down deeper for demographic composition, ad technologies, ad sizes and delivery methods. The where, the who, and the how provide a more effective analytic package for media buyers and planners.

Top Online Apparel/Beauty Destinations, at Home

 Unique Audience (000)Active Reach (%)
eBay Clothing, Shoes & Accessories2,3852.12
eBay Jewelry and Watches1,2471.11
Old Navy5540.49
AVON5060.45
victoriassecret.com4330.38
The Gap4220.37
Lands End4070.36
llbean.com3620.32
zappos.com3160.28
Spiegel3140.28

Demographic Data for Apparel/Beauty Category

 Unique Audience (000) Unique Audience Composition (%)
Total27,562100
Male10,17536.92
Female17,38763.08
Age
2 - 117332.66
12 - 173,09211.22
18 - 242,4498.89
25 - 345,05318.33
35 - 498,57731.12
45+10,67238.72
55+5,06118.36
65+1,6335.92
Household Income
$ 0 - 249991,7656.41
$ 25000 - 499996,93725.17
$ 50000 - 749997,92428.75
$ 75000 - 999995,32719.33
$ 100000 - 1499993,47712.62
$ 150000+1,6505.99
No Response4821.75

Source: Nielsen//NetRatings NetView
Destinations Week ending Mar. 28, 2004
US, Home Demographics Month of February 2004
US, Home

Data focusing on the Retails Goods & Services Apparel & Jewelry industry segment

Top Technologies
TechnologyImpressions (000)Share of all Impressions
Image61,34534.7%
Compound ad55,99131.7%
Animation44,63825.2%
Flash12,5117.1%
Imagemap2,1731.2%
Flash - Eyeblaster1220.1%
Form100.0%
Total176,790100.0%
Top Ad Sizes
DimensionsImpressions (000)Share of all Impressions
Non-standard55,96131.7%
Full banner23,21413.1%
Rectangle13,5847.7%
Large rectangle11,1176.3%
Button #110,5236.0%
Button #210,1305.7%
Half banner8,5624.8%
Leader Board8,3774.7%
Square button7,6104.3%
Medium rectangle7,5974.3%
Vertical banner6,3573.6%
Micro bar4,8892.8%
Skyscraper4,3422.5%
Wide skyscraper3,3481.9%
Square8340.5%
Vertical rectangle3450.2%
Total176,790100.0%
Ad Delivery Types
Ad DeliveryImpressions (000)Share of all Impressions
Inline176,03199.6%
Pop-Up4430.3%
Pop-Under1950.1%
Floating/Overlay1220.1%
Total176,791100.0%

Source: Nielsen//NetRatings AdRelevance
Week Ending March 28, 2004
US, Home and Work
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