Commentary
Automotive on the Internet Plus Demographics, Advertisers and Ad Types
- by Jack Loechner , Staff Writer @mp_research, December 2, 2005
A deeper drill down into automotive Internet destinations, demographics, advertisers, ad sizes and types
Top 10 Automotive Destinations | ||
| Unique Audience (000) | Active Reach (%) |
eBay Motors | 5,094 | 3.98 |
AOL Auto | 1,775 | 1.39 |
Kelley Blue Book | 1,388 | 1.08 |
MSN Autos | 1,385 | 1.08 |
AutoTrader.com | 1,168 | 0.91 |
Ford | 953 | 0.74 |
Edmunds.com | 782 | 0.61 |
AAA | 760 | 0.59 |
Jumpstart Automotive Media | 759 | 0.59 |
Cars.com | 721 | 0.56 |
Source: Nielsen//NetRatings NetView | ||
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Demographic Data for Automotive Category | |||
| Target | Unique Audience (000) | Audience Comp (%) |
Total |
| 47,412 | 100 |
Male |
| 27,332 | 57.65 |
Female |
| 20,079 | 42.35 |
Age | 2 - 11 | 771 | 1.63 |
| 12 - 17 | 3,083 | 6.5 |
| 18 - 24 | 2,377 | 5.01 |
| 25 - 34 | 7,978 | 16.83 |
| 35 - 49 | 17,700 | 37.33 |
| 45+ | 22,055 | 46.52 |
| 55+ | 10,138 | 21.38 |
| 65+ | 3,444 | 7.26 |
HH Income | $ 0 - 24999 | 2,549 | 5.38 |
| $ 25000 - 49999 | 10,295 | 21.71 |
| $ 50000 - 74999 | 13,334 | 28.12 |
| $ 75000 - 99999 | 8,930 | 18.83 |
| $ 100000 - 149999 | 7,325 | 15.45 |
| $ 150000+ | 4,347 | 9.17 |
Source: Nielsen//NetRatings NetView | |||
Data below focuses on the Automotive Industry Week ending October 2, 2005 US, Home and Work
Top 20 Advertisers | ||
| Impressions (000) | Share of all Impressions |
General Motors Corporation | 565,877 | 54.8% |
Toyota Motor Corporation | 114,545 | 11.1% |
DaimlerChrysler Corporation | 106,344 | 10.3% |
Ford Motor Company | 62,733 | 6.1% |
Mazda Motor Corporation | 26,361 | 2.6% |
Hyundai Motor Company | 21,569 | 2.1% |
Volkswagen AG | 19,224 | 1.9% |
Honda Motor Co., Ltd. | 12,257 | 1.2% |
Nissan Motor Co., Ltd. | 8,210 | 0.8% |
Fuji Heavy Industries Ltd | 5,771 | 0.6% |
Mitsubishi Motors Corporation | 5,689 | 0.6% |
Bob Moore Automotive Dealer | 4,617 | 0.4% |
Suzuki Motor Corporation | 3,954 | 0.4% |
Kia Motors Corporation | 3,019 | 0.3% |
Pinnacle Nissan Infiniti | 2,350 | 0.2% |
Rizza Automotive Group | 2,226 | 0.2% |
Antwerpen Automotive Group | 1,484 | 0.1% |
CarsDirect.com, Inc. | 1,459 | 0.1% |
Toyota of Orlando | 1,453 | 0.1% |
Land Rover Houston | 1,335 | 0.1% |
Total | 1,033,224 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Top Ad Sizes | ||
| Impressions (000) | Share of all Impressions |
Leaderboard (728x90) | 304,405 | 29.5% |
Medium Rectangle (300x250) | 194,527 | 18.8% |
Wide Skyscraper (160x600) | 135,551 | 13.1% |
Non-Standard Dimension | 99,437 | 9.6% |
Large Rectangle (336x280) | 88,416 | 8.6% |
Skyscraper (180x150) | 49,472 | 4.8% |
Rectangle (180x150) | 48,403 | 4.7% |
Full Banner (468x60) | 29,357 | 2.8% |
Button #1 (120x90) | 25,854 | 2.5% |
Micro Bar (88x31) | 19,267 | 1.9% |
Button #2 (120x60) | 10,251 | 1.0% |
Square Button (125x125) | 7,174 | 0.7% |
Vertical Banner (120x240) | 6,216 | 0.6% |
Half Banner (234x60) | 5,217 | 0.5% |
Unspecified | 4,441 | 0.4% |
Square (250x250) | 3,576 | 0.3% |
Vertical Rectangle (240x400) | 1,648 | 0.2% |
Total | 1,033,212 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Ad Delivery Types | ||
| Impressions (000) | Share of all Impressions |
Inline | 1,019,284 | 98.7% |
Floating/Overlay | 11,696 | 1.1% |
Pop-Up | 1,405 | 0.1% |
Pop-Under | 691 | 0.1% |
Interstitial | 135 | 0.0% |
Total | 1,033,211 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Note: Nielsen//NetRatings AdRelevance reporting data reflects advertising activity served on pages accessible via the World Wide Web and not within AOL's proprietary service.
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Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.