Commentary
eBay Reaches as Many H&G Shoppers Online as Home Depot, Lowes & HGTV Together
- by Jack Loechner , Staff Writer @mp_research, November 5, 2004
A deep drill-down into demographics, ad types, advertisers, sizes and delivery technologies reaching online Home and Garden shopper.
Top Online Home & Garden Destinations, at Home
| Unique Audience (000) | Active Reach (%) | |
| eBay Home | 2,441 | 2.3 |
| The Home Depot | 983 | 0.93 |
| Lowe's | 832 | 0.79 |
| HGTV | 680 | 0.64 |
| DIY Network | 434 | 0.41 |
| Allposters.com | 332 | 0.31 |
| Pottery Barn | 328 | 0.31 |
Source: Nielsen//NetRatings NetView Week ending Oct. 17, 2004 US, Home
Demographic Data for Home &
Garden Category
| Unique Audience (000) | Audience Comp (%) | |
| Total | 26,925 | 100 |
| Male | 10,924 | 40.57 |
| Female | 16,001 | 59.43 |
| Age | ||
| 2 - 11 | 402 | 1.49 |
| 12 - 17 | 1,513 | 5.62 |
| 18 - 24 | 1,228 | 4.56 |
| 25 - 34 | 4,709 | 17.49 |
| 35 - 49 | 9,335 | 34.67 |
| 45+ | 13,122 | 48.74 |
| 55+ | 6,859 | 25.47 |
| 65+ | 2,351 | 8.73 |
| HH Income | ||
| $ 0 - 24999 | 1,703 | 6.33 |
| $ 25000 - 49999 | 6,650 | 24.7 |
| $ 50000 - 74999 | 7,662 | 28.46 |
| $ 75000 - 99999 | 5,120 | 19.02 |
| $ 100000 - 149999 | 3,596 | 13.36 |
| $ 150000+ | 1,755 | 6.52 |
| No Response | 439 | 1.63 |
Source: Nielsen//NetRatings NetView Month of September 2004 US, Home
Data on the Home & Garden Segment of the Consumer Goods Industry
| Top 20 Advertisers | ||
| Impressions (000) | Share of all Impressions | |
| Royal Philips Electronics | 16,396 | 20.4% |
| Sears, Roebuck and Co. | 9,310 | 11.6% |
| Unilever | 8,371 | 10.4% |
| Budget Blinds, Inc. | 5,958 | 7.4% |
| Fortune Brands, Inc. | 4,295 | 5.4% |
| American Standard Companies Inc. | 3,524 | 4.4% |
| Invention Channel | 2,717 | 3.4% |
| General Electric Company | 2,433 | 3.0% |
| Royal Appliance Mfg. | 1,957 | 2.4% |
| The Scotts Company | 1,473 | 1.8% |
| AB Electrolux | 1,364 | 1.7% |
| Masco Corporation | 1,313 | 1.6% |
| The Clorox Company | 1,299 | 1.6% |
| Sherwin-Williams | 1,154 | 1.4% |
| Georgia-Pacific Corporation | 912 | 1.1% |
| Quafferville | 822 | 1.0% |
| Four Seasons Sunrooms | 819 | 1.0% |
| Oreck Holdings | 765 | 1.0% |
| The Procter & Gamble Company | 736 | 0.9% |
| Bosch | 706 | 0.9% |
| Total | 80,223 | 100.0% |
| Top Ad Sizes | ||
| Impressions (000) | Share of all Impressions | |
| Leader Board | 17,745 | 22.1% |
| Half banner | 11,396 | 14.2% |
| Medium rectangle | 10,075 | 12.6% |
| Wide skyscraper | 8,427 | 10.5% |
| Full banner | 7,165 | 8.9% |
| Non-standard | 6,683 | 8.3% |
| Skyscraper | 5,385 | 6.7% |
| Vertical banner | 5,000 | 6.2% |
| Button #1 | 3,840 | 4.8% |
| Button #2 | 1,569 | 2.0% |
| Square button | 1,056 | 1.3% |
| Micro bar | 658 | 0.8% |
| Rectangle | 606 | 0.8% |
| Square | 309 | 0.4% |
| Large rectangle | 278 | 0.3% |
| Vertical rectangle | 33 | 0.0% |
| Total | 80,225 | 100.0% |
| Ad Delivery Types | ||
| Impressions (000) | Share of all Impressions | |
| Inline | 78,594 | 98.0% |
| Pop-Under | 531 | 0.7% |
| Pop-Up | 453 | 0.6% |
| Floating/Overlay | 383 | 0.5% |
| Interstitial | 263 | 0.3% |
| Total | 80,224 | 100.0% |
Source: Nielsen//NetRatings AdRelevance
Week Ending Oct. 17, 2004 US, Home and Work
Data on the Retail Goods & Services Industry Home Improvement Segment
| Top 20 Advertisers | ||
| Impressions (000) | Share of all Impressions | |
| Cummins Industrial Tools | 13,700 | 10.1% |
| JustListed.com | 10,857 | 8.0% |
| Cendant Corporation | 8,100 | 6.0% |
| The Home Depot, Inc. | 7,835 | 5.8% |
| RE/MAX International, Inc. | 5,350 | 4.0% |
| The Halstead Property Company | 4,590 | 3.4% |
| zipRealty, Inc. | 4,564 | 3.4% |
| TXU Corporation | 3,621 | 2.7% |
| Prudential Financial, Inc. | 3,421 | 2.5% |
| ToolKing | 3,133 | 2.3% |
| Coldwell Banker Residential Brokerage | 2,537 | 1.9% |
| Endless Pools, Inc. | 2,486 | 1.8% |
| KB Home | 2,339 | 1.7% |
| The ServiceMaster Company | 1,832 | 1.4% |
| Ryland Homes | 1,753 | 1.3% |
| Morrison Homes | 1,555 | 1.2% |
| ACE Hardware Corporation | 1,523 | 1.1% |
| Lowe's Companies, Inc. | 1,506 | 1.1% |
| Beazer Homes USA Inc. | 1,139 | 0.8% |
| D.R. Horton, Inc. | 1,130 | 0.8% |
| Total | 135,070 | 100.0% |
| Top Ad Sizes | ||
| Impressions (000) | Share of all Impressions | |
| Leader Board | 27,706 | 20.5% |
| Full banner | 19,732 | 14.6% |
| Button #1 | 11,389 | 8.4% |
| Button #2 | 10,895 | 8.1% |
| Square button | 9,635 | 7.1% |
| Micro bar | 9,327 | 6.9% |
| Skyscraper | 8,491 | 6.3% |
| Wide skyscraper | 8,235 | 6.1% |
| Medium rectangle | 7,357 | 5.4% |
| Vertical banner | 5,756 | 4.3% |
| Rectangle | 4,501 | 3.3% |
| Half banner | 4,197 | 3.1% |
| Square | 3,408 | 2.5% |
| Non-standard | 3,035 | 2.2% |
| Large rectangle | 936 | 0.7% |
| Vertical rectangle | 346 | 0.3% |
| Unspecified | 108 | 0.1% |
| Total | 135,054 | 100.0% |
| Ad Delivery Types | ||
| Impressions (000) | Share of all Impressions | |
| Inline | 132,097 | 97.8% |
| Pop-Under | 2,074 | 1.5% |
| Pop-Up | 469 | 0.3% |
| Floating/Overlay | 392 | 0.3% |
| Interstitial | 22 | 0.0% |
| Total | 135,054 | 100.0% |
Source: Nielsen//NetRatings AdRelevance Week Ending Oct. 17, 2004 US, Home and Work
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.