Commentary
Online Automotive Destinations, Demographics and Ad Technologies
- by Jack Loechner , Staff Writer @mp_research, July 5, 2004
A deep drilling of online automotive destinations, demographics, ad delivery technologies and sizes
Top Online
Automotive Destinations Week ending June 20, 2004 US, at Home
| Brand or Channel | Unique Audience (000) | Active Reach (%) |
| eBay Motors | 2,918 | 2.71 |
| Kelley Blue Book | 876 | 0.81 |
| AutoTrader.com | 731 | 0.68 |
| Ford | 522 | 0.49 |
| MSN Autos | 515 | 0.48 |
| AAA | 409 | 0.38 |
| Cars.com | 396 | 0.37 |
| AOL Auto | 347 | 0.32 |
| Honda | 340 | 0.32 |
| carsdirect.com | 336 | 0.31 |
Source: Nielsen//NetRatings NetView
Demographic Data for
Automotive Category Month of May 2004 US, at Home
| Category | Unique Audience (000) | Audience Composition (%) |
| Total | 27,180 | 100 |
| Male | 15,721 | 57.84 |
| Female | 11,459 | 42.16 |
| Age | ||
| 2 - 11 | 398 | 1.47 |
| 12 - 17 | 2,580 | 9.49 |
| 18 - 24 | 2,448 | 9.01 |
| 25 - 34 | 4,719 | 17.36 |
| 35 - 49 | 8,588 | 31.6 |
| 45+ | 11,665 | 42.92 |
| 55+ | 5,590 | 20.57 |
| 65+ | 2,001 | 7.36 |
| HH Income | ||
| $ 0 - 24999 | 1,731 | 6.37 |
| $ 25000 - 49999 | 6,964 | 25.62 |
| $ 50000 - 74999 | 7,815 | 28.75 |
| $ 75000 - 99999 | 5,139 | 18.91 |
| $ 100000 - 149999 | 3,687 | 13.57 |
| $ 150000+ | 1,483 | 5.46 |
| No Response | 362 | 1.33 |
Source: Nielsen//NetRatings NetView
Automotive Industry Week Ending June 20, 2004 US, Home and Work
| Top Technologies | ||
| Technology | Impressions (000) | Share of all Impressions |
| Flash | 317,491 | 53.3% |
| Image | 142,631 | 23.9% |
| Animation | 119,608 | 20.1% |
| PointRoll | 4,384 | 0.7% |
| Flash - Unicast | 3,906 | 0.7% |
| Compound ad | 3,640 | 0.6% |
| Flash - Eyeblaster | 1,914 | 0.3% |
| Form | 1,613 | 0.3% |
| Imagemap | 762 | 0.1% |
| Total | 595,949 | 100.0% |
| Top Ad Sizes | ||
| Dimensions | Impressions (000) | Share of all Impressions |
| Button #1 | 121,162 | 20.3% |
| Leader Board | 112,339 | 18.9% |
| Full banner | 97,927 | 16.4% |
| Medium rectangle | 55,511 | 9.3% |
| Non-standard | 50,482 | 8.5% |
| Skyscraper | 38,777 | 6.5% |
| Wide skyscraper | 34,788 | 5.8% |
| Micro bar | 17,948 | 3.0% |
| Rectangle | 14,295 | 2.4% |
| Large rectangle | 13,602 | 2.3% |
| Button #2 | 13,446 | 2.3% |
| Vertical banner | 12,787 | 2.1% |
| Half banner | 6,476 | 1.1% |
| Square button | 3,900 | 0.7% |
| Square | 1,468 | 0.2% |
| Vertical rectangle | 609 | 0.1% |
| Unspecified | 432 | 0.1% |
| Total | 595,949 | 100.0% |
| Ad Delivery Types | ||
| Ad Delivery | Impressions (000) | Share of all Impressions |
| Inline | 589,792 | 99.0% |
| Pop-Up | 5,249 | 0.9% |
| Floating/Overlay | 695 | 0.1% |
| Pop-Under | 169 | 0.0% |
| Interstitial | 44 | 0.0% |
| Total | 595,949 | 100.0% |
Source: Nielsen//NetRatings AdRelevance
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.