• by Ken Liebeskind , July 9, 2001

One way of gauging the popularity of Web advertising is to find out how many new brands are being advertised. EValiant Media Research (formerly Leading Web Advertisers) performs that service, tracking the number of new brands to the Web and releasing the data frequently.

The latest report shows the numbers for June were lower than they had been earlier in the year, but still fairly high. There were 400 new brands advertised on the Web on June 11, the most recent date EValiant has tracked. The highest figure for this year was about 1100 sometime in March. Most weeks showed numbers between 400 and 800.

New brands include products never advertised before and new products offered by current Web advertisers. Over 2700 websites are checked for new ads.

"Even during the past six months, when everyone's been talking about the gloom and doom of the Web, the growth has been pretty consistent," says EValiant's co CEO Michael Kubin.

But Kubin goes even further, saying there is "no other media where you see this continual attractiveness to new brands. Any other media would die for these figures."

EValiant has tracked new brands to the Web since April 1999, when there were less than 200 new brands each week. But by July 1999, the number approached 600 and has remained at that level ever since. "It's been there pretty consistently," Kubin says.

EValiant's next task will be to provide category data about the new Web advertisers. Kubin says the data should be available by the end of the month.