Commentary
Besides Christmas, Sports Played an Important Part In the Week of December 25th
- by Jack Loechner , Staff Writer @mp_research, January 20, 2006
A deep drill-down into advertising, advertisers, viewer demographics, sites, ad types, sizes and technology for online sports and sports entertainment.
Top 10 Online Sports DestinationsWeek ending December 25, 2005 US, Home and Work | ||
Brand or Channel | Unique Audience (000) | Active Reach (%) |
ESPN | 7,020 | 5.46 |
Yahoo! Sports | 6,836 | 5.32 |
FOX Sports on MSN | 5,739 | 4.46 |
NFL Internet Network | 5,455 | 4.24 |
eBay Sports | 3,534 | 2.75 |
SI.com | 3,351 | 2.61 |
Sportsline.com | 3,087 | 2.4 |
AOL Sports | 2,812 | 2.19 |
MLB.com | 2,260 | 1.76 |
CSTV.com | 1,866 | 1.45 |
Source: Nielsen//NetRatings NetView | ||
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Demographic Data for Sports CategoryMonth of November 2005 US, Home and Work | |||
Category | Target | Unique Audience (000) | Audience Composition (%) |
Total |
| 62,470 | 100 |
Male |
| 36,310 | 58.12 |
Female |
| 26,160 | 41.88 |
Age | 2 - 11 | 1,944 | 3.11 |
| 12 - 17 | 5,395 | 8.64 |
| 18 - 24 | 3,488 | 5.58 |
| 25 - 34 | 9,899 | 15.85 |
| 35 - 49 | 23,188 | 37.12 |
| 45+ | 26,237 | 42 |
| 55+ | 11,781 | 18.86 |
| 65+ | 4,009 | 6.42 |
HH Income | $ 0 - 24999 | 2,967 | 4.75 |
| $ 25000 - 49999 | 12,843 | 20.56 |
| $ 50000 - 74999 | 16,634 | 26.63 |
| $ 75000 - 99999 | 11,971 | 19.16 |
| $ 100000 - 149999 | 11,563 | 18.51 |
| $ 150000+ | 5,634 | 9.02 |
| No Response | 858 | 1.37 |
Source: Nielsen//NetRatings NetView | |||
Data on the Entertainment Industry/ Sports Leagues & Teams Segment Week ending December 25, 2005 US, Home and Work
Top 20 Advertisers | ||
Company | Impressions (000) | Share of all Impressions |
NBA | 5,288 | 33.7% |
Seattle Seahawks | 812 | 5.2% |
Comcast Corporation | 766 | 4.9% |
New York Giants | 724 | 4.6% |
Iowa Hawkeyes | 574 | 3.7% |
Detroit Red Wings Official Page | 527 | 3.4% |
Sugarbowl | 524 | 3.3% |
Oklahoma Sooners | 518 | 3.3% |
Carolina Hurricanes | 471 | 3.0% |
Arizona Cardinals | 291 | 1.9% |
Mountain West Conference | 287 | 1.8% |
Las Vegas Wranglers | 269 | 1.7% |
University of Nebraska | 256 | 1.6% |
Bay Meadows Racing | 254 | 1.6% |
USC Trojans | 218 | 1.4% |
University of Michigan | 213 | 1.4% |
South Carolina Gamecocks | 207 | 1.3% |
Cablevision Systems Corporation | 206 | 1.3% |
University of Maryland Terps | 206 | 1.3% |
University of North Carolina | 202 | 1.3% |
Total | 15,698 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Top Ad Sizes | |||
| Dimensions | Impressions (000) | Share of Impressions |
Wide Skyscraper | (160x600) | 4,221 | 26.9% |
Button #2 | (120x60) | 2,452 | 15.6% |
Leaderboard | (728x90) | 2,290 | 14.6% |
Rectangle | (180x150) | 1,246 | 7.9% |
Full Banner | (468x60) | 1,013 | 6.5% |
Half Banner | (234x60) | 901 | 5.7% |
Medium Rectangle | (300x250) | 782 | 5.0% |
Skyscraper | (180x150) | 731 | 4.7% |
Button #1 | (120x90) | 471 | 3.0% |
Square Button | (125x125) | 422 | 2.7% |
Vertical Banner | (120x240) | 327 | 2.1% |
Micro Bar | (88x31) | 322 | 2.1% |
Large Rectangle | (336x280) | 209 | 1.3% |
Non-Standard Dimension |
| 157 | 1.0% |
Square | (250x250) | 88 | 0.6% |
Vertical Rectangle | (240x400) | 38 | 0.2% |
Unspecified |
| 31 | 0.2% |
Total |
| 15,701 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | |||
Ad Delivery Types | ||
Ad Delivery | Impressions (000) | Share of all Impressions |
Inline | 15,661 | 99.7% |
Floating/Overlay | 40 | 0.3% |
Total | 15,701 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Data on the Web Media Industry/ Sports and Recreation Segment Week ending December 25, 2005 US, Home and Work
Top 20 Advertisers | ||
Company | Impressions (000) | Share of all Impressions |
Boston Professional Hockey Assoc. | 6,988 | 15.2% |
Scout.com | 6,601 | 14.3% |
RacingOne.com | 4,317 | 9.4% |
PLAYERS INC | 4,250 | 9.2% |
The Walt Disney Corporation | 3,272 | 7.1% |
NFL Enterprises | 3,253 | 7.1% |
PROTRADE | 2,496 | 5.4% |
NBA | 2,432 | 5.3% |
SportsLine.com, Inc. | 1,851 | 4.0% |
Active.com | 1,494 | 3.2% |
Surfline, Inc | 1,241 | 2.7% |
The Scores Report | 935 | 2.0% |
CSI, Ltd. | 782 | 1.7% |
CDM Fantasy Sports | 707 | 1.5% |
Student Advantage, Inc. | 695 | 1.5% |
BettorsREPORT.com | 547 | 1.2% |
Yahoo! Inc. | 440 | 1.0% |
Time Warner Inc. | 416 | 0.9% |
RaceFanOnline.com | 386 | 0.8% |
NHL Enterprises | 382 | 0.8% |
Total | 46,051 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Top Ad Sizes | |||
| Dimensions | Impressions (000) | Share of Impressions |
Button #2 | (120x60) | 7,536 | 16.4% |
Leaderboard | (728x90) | 7,522 | 16.3% |
Micro Bar | (88x31) | 6,700 | 14.5% |
Wide Skyscraper | (160x600) | 6,646 | 14.4% |
Half Banner | (234x60) | 4,911 | 10.7% |
Medium Rectangle | (300x250) | 3,120 | 6.8% |
Full Banner | (468x60) | 2,299 | 5.0% |
Square Button | (125x125) | 2,187 | 4.7% |
Skyscraper | (180x150) | 1,754 | 3.8% |
Button #1 | (120x90) | 1,099 | 2.4% |
Vertical Banner | (120x240) | 721 | 1.6% |
Non-Standard Dimension |
| 464 | 1.0% |
Square | (250x250) | 371 | 0.8% |
Rectangle | (180x150) | 361 | 0.8% |
Unspecified |
| 248 | 0.5% |
Large Rectangle | (336x280) | 111 | 0.2% |
Total |
| 46,050 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | |||
Ad Delivery Types | ||
Ad Delivery | Impressions (000) | Share of all Impressions |
Inline | 45,315 | 98.4% |
Floating/Overlay | 394 | 0.9% |
Pop-Up | 232 | 0.5% |
Pop-Under | 107 | 0.2% |
Interstitial | 2 | 0.0% |
Total | 46,050 | 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.