Commentary

Web Traffic During the Last Week of September

Web Traffic During the Last Week of September

A special weekly online ratings analysis, released by comScore Media Metrix, covers traffic patterns around the fall television premiers. Included is a summary of the how the big networks fared and additional newsworthy findings from the week, such as a surge in visitors to UN.ORG amidst increasing U.S.-Iraq tensions.

Worldwide Online Traffic Highlights for Week Ending September 29, 2002:

In light of recent reports by comScore Media Metrix that an increasing number of households conduct Web surfing and television viewing in the same room, it is not surprise that the big fall premieres last week boosted traffic to the sites of all of the major television networks:

  • UPN.COM experienced the biggest growth factor, increasing 271 percent over recent weeks to 415,000 visitors
  • CBS.COM, on the other hand, had the highest overall network audience, reaching 1,839,000 visitors, an increase of 18 percent versus the prior three weeks
  • THEWB.COM increased 40 percent to 547,000
  • NBC.COM increased 37 percent to 970,000
  • ABCNEWS.COM, which receives credit for all programming traffic including news and primetime entertainment, was up 28 percent to 2,631,000 visitors

    The escalating tensions between the U.S. and Iraq took center stage, as officials from both countries addressed the United Nations. UN.ORG drew a worldwide audience of 352,000, which represents an increase of 90 percent.

    As the economy slowly recovers, unemployed workers and recently graduated college students are returning to online job boards in increasing numbers.

    Hurricane Isadore was the latest storm to make an impact on the virtual world. Not only were the standard weather Web sites (including WEATHER.COM, ACCUWEATER.COM, WUNDERGROUND.COM) busy, but the National Hurricane Center's NOAA.GOV also grew by more than 50 percent to 1,781,000 visitors. In addition, tourism may have been down in New Orleans, but plenty of folks took a virtual tour of the city at NOLA.COM, which increased 28 percent to 199,000 visitors.

    Whether there is truth to the theory that we are in the middle of a mini-baby boom or not, more people are checking out BABYNAMES.COM. That Web site increased 40 percent to 164,000 visitors.

    The end of the 2002 car season has been a boon to car buyers. Low prices and zero-percent financing are as common as SUVs on the highway. This could have contributed to the increase at several auto-manufacturer sites, including:

  • Mercedes-Benz's MBUSA.COM was up 161 percent to 266,000 visitors
  • GM.COM increased 62 percent to 276,000 visitors
  • HONDACARS.COM increased 25 percent to 391,000 visitors
  • CHRYSLER.COM increased 19 percent to 164,000 visitors

    NOTE: All growth rates reflect the percent-change in the average number of weekly visitors versus the site's prior three-week average unless otherwise specified. Traffic data are based on total worldwide Anglophone visitors.

    This is a supplement to comScore Media Metrix' Week on the Web, October 7, 2002 edition. If you would like the full report in PDF format contact mkalehoff@comscore.com

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    About the Author

    Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.