Nascar, Wrestling and Toons Folks Buy Charcoal and Eat Hot Dogs This coming Labor Day Holiday, makers of barbecue charcoal might target their online advertising to Web sites that cater
to NASCAR and pro wrestling fans, according to the latest findings from Homescan Online, a consumer research service from Nielsen//NetRatings and ACNielsen.
With the Labor Day holiday, the last
major grilling weekend of the year, fast approaching, Nielsen//NetRatings, and ACNielsen U.S used their Homescan Online service to analyze which Web sites attract heavy buyers of charcoal and
frankfurters, two consumer packaged goods (CPG) categories that sell better the week leading up to Labor Day than any other time other than the Fourth of July and Memorial Day holidays.
As the
table below shows, compared to the $12.13 spent annually per average charcoal-buying household with Internet access, visitors to several sports and lottery Web sites tend to spend more.
Key
Sites with Higher Spending on Charcoal
| Web Site | Average Annual
Charcoal Spending Per Web Site Visiting Household | Index to Total Charcoal Buying Online Households |
| NASCAR.COM | $15.71 | 130 |
| WWE.COM | $15.14 | 125 |
| GROUPLOTTO.COM | $15.09 | 124 |
| NBA.COM | $13.62 | 112
|
Source: Homescan Online, Q1 2004
Compared to an average of $18.17 spent per average frankfurter-buying online household each year, households that visit several
gaming and music sites, including those targeted to young children, tend to spend considerably more.
Key Sites with Higher Dollar Spending on Frankfurters
| Web Site | Average Annual Frankfurter Spending Per Web Site Visiting Household | Index to Total Frankfurter Buying Online Households |
| TOON DISNEY | $29.57 | 163
|
| AOL JOURNALS | $28.40 | 156 |
| EMUSIC.COM | $27.29 | 150 |
| NOGGIN | $27.00 | 149 |
Source: Homescan Online, Q1 2004
Michael Saxon, vice president, Media Products, Nielsen//NetRatings, notes that "The Homescan Online service... (helps) brand marketers and advertisers looking to target specific category or brand
buyers (to) create highly targeted online marketing campaigns..."
You can find out more here.