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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.

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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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