Commentary
More Than Half of Online Financial News Readers Are Over 45
- by Jack Loechner , Staff Writer @mp_research, November 16, 2007
Top 10 Online Financial News & Information Destinations (Week ending October 14, 2007 US, Home and Work) | ||
Brand or Channel | Unique Audience (000) | Active Reach (%) |
Yahoo! Finance | 7,379 | 5.42 |
MSN Money | 7,168 | 5.27 |
AOL Money & Finance | 5,361 | 3.94 |
Wall Street Journal Digital | 4,236 | 3.11 |
CNNMoney | 3,223 | 2.37 |
Reuters | 2,453 | 1.8 |
Forbes.com | 2,231 | 1.64 |
Motley Fool | 1,282 | 0.94 |
TheStreet.com | 1,205 | 0.89 |
FreeCreditReport.com^ | 1,021 | 0.75 |
Source: Nielsen Online, NetView | ||
Demographic Data for Financial News & Information Category (Month of September 2007 US, Home and Work) | |||
Category | Target | Unique Audience (000) | Unique Audience Composition (%) |
Total |
| 55,011 | 100 |
Male |
| 30,054 | 54.63 |
Female |
| 24,958 | 45.37 |
Age | 2 - 11 | 756 | 1.37 |
| 12 - 17 | 2,271 | 4.13 |
| 18 - 24 | 1,556 | 2.83 |
| 25 - 34 | 8,123 | 14.77 |
| 35 - 49 | 19,245 | 34.98 |
| 45+ | 29,550 | 53.72 |
| 55+ | 15,512 | 28.2 |
| 65+ | 5,948 | 10.81 |
HH Income | $ 0 - 24999 | 2,894 | 5.26 |
| $ 25000 - 49999 | 10,053 | 18.27 |
| $ 50000 - 74999 | 13,359 | 24.28 |
| $ 75000 - 99999 | 11,369 | 20.67 |
| $ 100000 - 149999 | 9,664 | 17.57 |
| $ 150000+ | 6,464 | 11.75 |
| No Response | 1,208 | 2.2 |
Source: Nielsen Online, NetView | |||
Data on Web Media Finance & Economy SegmentWeek ending October 14, 2007 US, Home and Work
Top 20 Advertisers | ||
Company | Impressions (000) | Share of all Impressions |
Citigroup Inc. | 85,100 | 32.5% |
Entrepreneur Media | 63,150 | 24.1% |
Bankrate, Inc. | 60,431 | 23.1% |
The Motley Fool, Inc. | 15,544 | 5.9% |
INVESTools | 14,651 | 5.6% |
Investopedia.com | 3,751 | 1.4% |
Dow Jones & Company, Inc. | 3,068 | 1.2% |
FranchiseEXPO.com | 2,659 | 1.0% |
Investor's Business Daily | 2,571 | 1.0% |
Forbes, Inc. | 1,921 | 0.7% |
FutureSource | 1,383 | 0.5% |
CompareInterestRates.com | 1,078 | 0.4% |
New York Stock Exchange | 891 | 0.3% |
Pearson plc | 537 | 0.2% |
Global Investment Research Corp | 474 | 0.2% |
Quote.com | 466 | 0.2% |
Time Warner Inc. | 425 | 0.2% |
The Washington Post Company | 395 | 0.2% |
CrownForex.com | 352 | 0.1% |
General Electric Company | 344 | 0.1% |
Total | 262,018 |
|
Source: Nielsen Online, AdRelevance | ||
Top Ad Sizes | |||
| Dimensions | Impressions (000) | Share of all Impressions |
Leaderboard | (728x90) | 94,764 | 36.2% |
Micro Bar | (88x31) | 64,916 | 24.8% |
Non-Standard Dimension |
| 60,278 | 23.0% |
Medium Rectangle | (300x250) | 20,964 | 8.0% |
Wide Skyscraper | (160x600) | 5,466 | 2.1% |
Button #2 | (120x60) | 4,808 | 1.8% |
Rectangle | (180x150) | 3,950 | 1.5% |
Square Button | (125x125) | 3,348 | 1.3% |
Button #1 | (120x90) | 1,614 | 0.6% |
Full Banner | (468x60) | 672 | 0.3% |
Skyscraper | (120x600) | 629 | 0.2% |
Large Rectangle | (336x280) | 533 | 0.2% |
Square | (250x250) | 35 | 0.0% |
Half Banner | (234x60) | 24 | 0.0% |
Vertical Banner | (120x240) | 20 | 0.0% |
Total |
| 262,021 | 100.0% |
Source: Nielsen Online, AdRelevance | |||
Ad Delivery Types | ||
Ad Delivery | Impressions (000) | Share of all Impressions |
In-Page | 261,730 | 99.9% |
Expanding | 202 | 0.1% |
Transitional | 44 | 0.0% |
Pop-Under | 39 | 0.0% |
Pop-Up | 5 | 0.0% |
Total | 262,020 | 100.0% |
Source: Nielsen Online, AdRelevance | ||
Note: Nielsen Online, 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.