• by Jack Loechner , Staff Writer @mp_research, May 14, 2002

Traditional Advertisers Create Online Advertising Growth

According to a new study by Nielsen//NetRatings, there is early evidence of an online advertising recovery as the number of unique online ads rose during the beginning of 2002. According to the study, the number of unique ads jumped 33 percent from January to April of this year, reaching a new high of nearly 70,000 unique ads online during last month.

Charles Buchwalter, vice president of NetRatings media research, said "The burst of online ads over the last three months indicates that the online ad market is finding some new traction. The downward trend during the past year has been reversed in just three short months."

Number of Unique Ads Trended Over 16 Months

	Number of Unique Ads
2001
January	63,380
February	63,377
March	68,458
April	66,401
May	64,898
June	63,508
July	57,254
August	57,392
September	55,861
October	59,065
November	59,049
December	56,335
2002
January	52,530
February	58,235
March	64,932
April	69,838

Source: Nielsen//NetRatings AdRelevance

Blue chip, established traditional advertisers made up the top 10 growth leaders in the number of unique online ads created . "Two years after the dot.com bubble burst in mid-2000, blue-chip companies' adoption of the online medium appears to be accelerating," said Buchwalter.

Top 10 Advertisers by Growth in Unique Ads, Ranked by Percent Growth

Company	January 2002	April 2002	Percent Growth
1. Columbia House	175	330	89%
2. Nestle USA, Inc.	128	214	67%
3. US Fed Government	231	370	60%
4. USA Networks, Inc.	336	538	60%
5. Microsoft	224	348	55%
6. Oracle	173	268	55%
7. Verizon	175	270	54%
8. Hewlett Packard	206	303	47%
9. Citigroup Inc.	246	349	42%
10. General Motors	455	638	40%
Total of Top 10	2,348	3,628	55%
Total Market	52,530	69,838	33%

Source: Nielsen//NetRatings AdRelevance

You can find out more in this PDF file.