Commentary

General Community Web Sites Attract Viewers and Advertisers

General Community Web Sites Attract Viewers and Advertisers

According to the June 2005 Nielsen//NetRatings AdRelevance service report, general community Web sites captured the fastest growing sector in estimated online advertising revenue, followed by the categories of health and fitness, business, men's general interest, and shopping and auctions.

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"General community sites tend to have a higher level of engagement or interactivity with their users, making the sites very attractive to advertisers," said Gerry  Davidson, senior media analyst, Nielsen//NetRatings.
General community Web sites, led by MySpace, made the largest year-over-year leap to $33 million with a 214 percent growth.

Top Five Genres with Largest Growth in Estimated Revenue, June 2005 

Category

Impressions

(000)

Estimated

Revenue

Y-O-Y Growth of

Estimated
Revenue

General Community

11,705,535

$33,516,500

214%

Health & Fitness

592,000

$4,508,400

80%

Business

873,090

$12,557,500

46%

Mens Interests

287,844

$1,611,300

45%

Shopping & Auction

3,314,973

$18,412,900

42%

Source: Nielsen//NetRatings AdRelevance, July 2005

Estimated revenue reflects CPM-based advertising only

Financial services Web sites, Web media sites and retail  goods and services sites-spent nearly $228 million in online advertising, collectively,  making up half of the estimated $456 million spent during June 2005.
"The MegaView Financial data shows that 53 percent of the active Internet universe, or 74 million people in the U.S., are currently conducting financial activity  online," said Davidson. "As a result, financial services companies have remained very aggressive in spending the most advertising dollars online as they seek  new online customers." 
"Online retailers have boosted their online advertising spending by a significant 77 percent, which is impressive to note because they are also one of the top  spenders," continued Davidson.

Industry

Impressions
(000)

Estimated Spending

Y-O-Y Growth of Estimated Spending                   

Financial Services

17,324,353

$80,256,900

16%

Web Media

18,647,642

$74,743,300

15%

Retail Goods & Services

15,650,888

$72,795,200

77%

Telecommunications

10,198,279

$43,029,700

38%

Travel

5,495,912

$32,985,400

26%       

Source: Nielsen//NetRatings AdRelevance, July 2005

Estimated spending reflects CPM-based advertising only

Read more for the complete PDF report.

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