Commentary

Where Kids Go for Games and Toys Online

Where Kids Go for Games and Toys Online

A drill-down on the online sites for games and toys, including demographics, advertisers, ad types and delivery.

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Top 10 Kids, Games, Toys Destinations
Week ending October 30, 2005 US, Home and Work

Brand or Channel

Unique Audience (000)

Active Reach (%)

Disney Online

5,852

4.68

Nickelodeon

3,558

2.84

eBay Toys

3,540

2.83

Cartoon Network

1,800

1.44

ToysRUs

1,170

0.94

Barbie

865

0.69

Kaboose Network

786

0.63

Yahooligans!

747

0.6

PBS Kids

736

0.59

EverythingGirl.com

532

0.43

Source:  Nielsen//NetRatings NetView

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Demographic Data for Kids, Games, Toys Category
Month of October 2005 US, Home and Work

Category

Target

Unique Audience (000)

Audience Composition (%)

Total

 

44,050

100

Male

 

18,481

41.95

Female

 

25,569

58.05

Age

 2 - 11

 6,117

13.89

 

 12 - 17

 5,435

12.34

 

 18 - 24

 1,754

3.98

 

 25 - 34

 7,094

16.1

 

 35 - 49

 15,933

36.17

 

 45+

 12,446

28.25

 

 55+

 4,926

11.18

 

 65+

 1,391

3.16

HH Income

 $ 0 - 24999

 2,443

5.55

 

 $ 25000 - 49999

 9,716

22.06

 

 $ 50000 - 74999

 12,278

27.87

 

 $ 75000 - 99999

 8,657

19.65

 

 $ 100000 - 149999

 7,083

16.08

 

 $ 150000+

 3,440

7.81

Source:  Nielsen//NetRatings NetView

Data on the Retail Goods & Services Industry/ Kids & Toys Segment
Week ending October 30, 2005 US, Home and Work                       

Top 20 Advertisers

Company

Impressions (000)

Share of all Impressions

The Walt Disney Corporation

13,457

34.2%

Target Corporation

7,394

18.8%

Tutor Time Learning Centers, LLC

3,780

9.6%

PokemonCenter.com

2,963

7.5%

Wal-Mart Stores, Inc.

2,414

6.1%

Amazon.com, Inc.

1,977

5.0%

Pelican Performance

1,370

3.5%

Williams-Sonoma, Inc.

911

2.3%

ASPCA

810

2.1%

Build-A-Bear Workshops

803

2.0%

Crazy Aaron Enterprises, Inc.

583

1.5%

GamblersGifts.com

545

1.4%

Brighter Vision Inc.

457

1.2%

ComicStand

395

1.0%

Family4Life

395

1.0%

Kindercare Learning Centers, Inc.

125

0.3%

Shuffle & Cut Games

114

0.3%

Motherwear

98

0.2%

CardShark

87

0.2%

Lucasfilm, Ltd.

86

0.2%

Total

39,402

100.0%

Source: Nielsen//NetRatings AdRelevance

 

Top Ad Sizes

Dimensions

Impressions (000)

Share of all Impressions

Leaderboard (728x90)

13,636

34.6%

Wide Skyscraper (160x600)

8,089

20.5%

Medium Rectangle (300x250)

5,649

14.3%

Button #2 (120x60)

5,231

13.3%

Skyscraper (180x150)

1,798

4.6%

Rectangle (180x150)

1,502

3.8%

Vertical Banner (120x240)

1,212

3.1%

Full Banner (468x60)

646

1.6%

Non-Standard Dimension

545

1.4%

Large Rectangle (336x280)

466

1.2%

Button #1 (120x90)

304

0.8%

Square Button (125x125)

193

0.5%

Micro Bar (88x31)

103

0.3%

Unspecified

22

0.1%

Half Banner (234x60)

3

0.0%

Total

39,399

100.0%

Source: Nielsen//NetRatings AdRelevance

 

Ad Delivery Types

Ad Delivery

Impressions (000)

Share of all Impressions

Inline

39,282

99.7%

Floating/Overlay

95

0.2%

Pop-Up

22

0.1%

Pop-Under

1

0.0%

Total

39,400

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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