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
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