Commentary
Where Kids Go for Games and Toys Online
- by Jack Loechner , Staff Writer @mp_research, December 23, 2005
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 | ||
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 | |||
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.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.