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eBay Leads The Way For Auto Online Users

eBay Leads The Way For Auto Online Users

A deeper look at Online auto viewers and advertisers, including demographics, ad sizes, styles and delivery.

Top 10 Online Automotive Destinations Week ending June 11, 2006 US, Home and Work

Brand or Channel

Unique Audience (000)

Active Reach (%)

eBay Motors

5,404

4.05

MSN Autos

1,659

1.24

AOL Auto

1,451

1.09

Kelley Blue Book

1,363

1.02

AutoTrader.com

1,318

0.99

Edmunds.com^

1,127

0.84

Primedia Automotive Network

1,094

0.82

AAA

1,062

0.8

Ford^

696

0.52

Jumpstart Automotive Media

661

0.49

Source: Nielsen//NetRatings NetView

Demographic Data for Automotive CategoryMonth of May 2006 US, Home and Work

Target

Unique Audience (000)

Unique Composition (%)

Total

51,394

100

Male

28,882

56.2

Female

22,512

43.8

Age

2 - 11

801

1.56

12 - 17

2,941

5.72

18 - 24

2,842

5.53

25 - 34

7,678

14.94

35 - 49

18,776

36.53

45+

25,243

49.12

55+

11,750

22.86

65+

4,147

8.07

HH Income

$ 0 - 24999

2,722

5.3

$ 25000 - 49999

11,282

21.95

$ 50000 - 74999

13,795

26.84

$ 75000 - 99999

10,017

19.49

$ 100000 - 149999

8,628

16.79

$ 150000+

4,167

8.11

No Response

782

1.52

Source: Nielsen//NetRatings NetView

Data on the Automotive IndustryWeek ending June 11, 2006 US, Home and Work

Top 20 Advertisers

Impressions (000)

Share of all Impressions

General Motors Corporation

122,799

23.7%

Toyota Motor Corporation

90,544

17.5%

DaimlerChrysler Corporation

70,644

13.6%

Ford Motor Company

50,956

9.8%

Suzuki Motor Corporation

17,838

3.4%

Nissan Motor Co., Ltd.

15,871

3.1%

Volkswagen AG

15,584

3.0%

Honda Motor Co., Ltd.

15,077

2.9%

Mazda Motor Corporation

14,141

2.7%

Hyundai Motor Company

8,143

1.6%

BMW AG

5,556

1.1%

Toyota of Orlando

4,555

0.9%

Yamaha Motor Corporation, Ltd.

4,437

0.9%

Kia Motors Corporation

3,680

0.7%

Bob Dance Automotive

2,652

0.5%

AutoNation, Inc.

2,531

0.5%

Bombardier

2,275

0.4%

CarMax, Inc.

2,080

0.4%

Harley-Davidson, Inc.

2,007

0.4%

Deere & Company

1,997

0.4%

Total

517,672

100.0%

Source: Nielsen//NetRatings AdRelevance

Top Ad Sizes

Dimensions

Impressions (000)

Share of all Impressions

Leaderboard

(728x90)

172,015

33.2%

Medium Rectangle

(300x250)

91,225

17.6%

Wide Skyscraper

(160x600)

69,730

13.5%

Rectangle

(180x150)

45,346

8.8%

Button #1

(120x90)

24,548

4.7%

Non-Standard Dimension

22,618

4.4%

Button #2

(120x60)

17,206

3.3%

Unspecified

16,892

3.3%

Large Rectangle

(336x280)

13,397

2.6%

Full Banner

(468x60)

13,107

2.5%

Micro Bar

(88x31)

10,767

2.1%

Half Banner

(234x60)

6,677

1.3%

Skyscraper

(120x600)

5,981

1.2%

Vertical Banner

(120x240)

3,866

0.7%

Square Button

(125x125)

1,842

0.4%

Square

(250x250)

1,337

0.3%

Vertical Rectangle

(240x400)

1,076

0.2%

Total

517,630

100.0%

Source: Nielsen//NetRatings AdRelevance

Ad Delivery Types

Impressions (000)

Share of all Impressions

Inline

506,505

97.9%

Pop-Up

8,385

1.6%

Floating/Overlay

1,041

0.2%

Interstitial

1,030

0.2%

Pop-Under

667

0.1%

Total

517,628

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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