• by Jack Loechner , Staff Writer @mp_research, October 28, 2002

Defense Beats Health and Fashion Beats Food, But Not by Much

The Nielsen//NetRatings audience measurement data for the week ending October 13th shows activity for Government, Non-Profit, Home and Fashion Sites. Not surprisingly, a few more males frequent the Government sites, whole the women dominate the Home and Fashion category.

Top 10 Government & Non-Profit Sites
	Audience (000)	Active Reach (%)
U.S. Dept. of Defense	1,070	1.33
U.S. Dept. of Health & Human Services	977	1.22
U.S. Dept. of Commerce	879	1.09
California	617	0.77
U.S. Legislative Branch	608	0.76
U.S. Dept. of the Interior	553	0.69
U.S. Nat'l Aeronautics & Space Admin	516	0.64
U.S. Dept. of the Treasury	423	0.53
State of Ohio	318	0.4
U.S. Office of Personnel Management	311	0.39
Demographics for Government & Non-Profit Category
	Composition (%)	Composition Index
MALE	51.3	109
FEMALE	48.8	92
AGE
2 - 11*	1.7	35
12 - 17	7.7	66
18 - 24	5.5	77
25 - 34	18.3	105
35 - 49	36.6	116
45+	42.9	113
55+	20.5	116
65+	8.0	120
Top 10 Home & Fashion Sites
	Audience (000)	Active Reach (%)
MSN HomeAdvisor	930	1.16
Kraft Foods	900	1.12
Food Network	856	1.07
JC Penney	852	1.06
Realtor.com	833	1.04
Homestore	615	0.77
Home & Garden Television	433	0.54
Allrecipes	430	0.54
The Gap	377	0.47
Lowe's	365	0.45
Demographics for Home & Fashion Category
	Composition (%)	Composition Index
MALE	32.1	68
FEMALE	67.9	129
AGE
2 - 11*	1.5	30
12 - 17	5.6	48
18 - 24	5.0	69
25 - 34	21.7	125
35 - 49	38.4	122
45+	39.4	104
55+	18.2	103
65+	5.2	78

* These demographics do no meet minimum sample size standards. Measures for these demographics may exhibit large changes month-to-month as a result.

Nielsen//NetRatings
Audience Measurement Data
Week ending Oct. 13, 2002
US, Home