Top Sites, Demographics and Ad Methodology Complete the Package Of particular interest this week is the expanded collective coverage incorporating not only top sites in the category,
but digging down deeper for demographic composition, ad technologies, ad sizes and delivery methods. The where, the who, and the how provide a more effective analytic package for media buyers and
planners.
Top Online Apparel/Beauty Destinations, at Home
| | Unique Audience (000) | Active Reach (%) |
| eBay Clothing, Shoes & Accessories | 2,385 | 2.12 |
| eBay Jewelry and Watches | 1,247 | 1.11 |
| Old Navy | 554 | 0.49 |
| AVON | 506 | 0.45 |
| victoriassecret.com | 433 | 0.38 |
| The Gap | 422 | 0.37 |
| Lands End | 407 | 0.36 |
| llbean.com | 362 | 0.32 |
| zappos.com | 316 | 0.28 |
| Spiegel | 314 | 0.28 |
Demographic Data for Apparel/Beauty Category
| | Unique Audience (000) | Unique Audience Composition (%)
|
| Total | 27,562 | 100 |
| Male | 10,175 | 36.92 |
| Female | 17,387 | 63.08 |
| Age |
| 2 - 11 | 733 | 2.66 |
| 12 - 17 | 3,092 | 11.22 |
| 18 - 24 | 2,449 | 8.89 |
| 25 -
34 | 5,053 | 18.33 |
| 35 - 49 | 8,577 | 31.12 |
| 45+ | 10,672 | 38.72 |
| 55+ | 5,061 | 18.36 |
| 65+ | 1,633 | 5.92 |
| Household Income |
| $ 0 - 24999 | 1,765 | 6.41 |
| $ 25000 - 49999 | 6,937 | 25.17 |
| $ 50000 - 74999 | 7,924 | 28.75 |
| $ 75000 - 99999 | 5,327 | 19.33 |
| $ 100000 - 149999 | 3,477 | 12.62 |
| $ 150000+ | 1,650 | 5.99 |
| No Response | 482 | 1.75 |
Source: Nielsen//NetRatings NetView
Destinations Week ending Mar. 28, 2004
US, Home Demographics Month of February 2004
US, Home
Data focusing on the Retails Goods & Services Apparel & Jewelry industry segment
| Top Technologies |
| Technology | Impressions
(000) | Share of all Impressions |
| Image | 61,345 | 34.7% |
| Compound ad | 55,991 | 31.7% |
| Animation | 44,638 | 25.2% |
| Flash | 12,511 | 7.1% |
| Imagemap | 2,173 | 1.2% |
| Flash - Eyeblaster | 122 | 0.1% |
| Form | 10 | 0.0% |
| Total | 176,790 | 100.0% |
| Top Ad Sizes |
| Dimensions | Impressions
(000) | Share of all Impressions |
| Non-standard | 55,961 | 31.7%
|
| Full banner | 23,214 | 13.1% |
| Rectangle | 13,584 | 7.7% |
| Large rectangle | 11,117 | 6.3% |
| Button #1 | 10,523 | 6.0% |
| Button #2 | 10,130 | 5.7% |
| Half banner | 8,562 | 4.8% |
| Leader Board | 8,377 | 4.7%
|
| Square button | 7,610 | 4.3% |
| Medium rectangle | 7,597 | 4.3% |
| Vertical banner | 6,357 | 3.6% |
| Micro bar | 4,889 | 2.8% |
| Skyscraper | 4,342 | 2.5% |
| Wide skyscraper | 3,348 | 1.9% |
| Square | 834 | 0.5% |
| Vertical rectangle | 345 | 0.2% |
| Total | 176,790 | 100.0% |
| Ad Delivery Types |
| Ad Delivery | Impressions (000) | Share of all Impressions |
| Inline | 176,031 | 99.6% |
| Pop-Up | 443 | 0.3% |
| Pop-Under | 195 | 0.1% |
| Floating/Overlay | 122 | 0.1% |
| Total | 176,791 | 100.0% |
Source: Nielsen//NetRatings AdRelevance
Week Ending March 28, 2004
US, Home and Work