Commentary
Lots of Adults on Kids Toys and Games Sites
- by Jack Loechner , Staff Writer @mp_research, August 4, 2006
A drill-down on sites for kids, games and toys to show top sites, viewer demographics, advertisers, ad types, sizes and delivery
Top 10 Online Kids, Games & Toys Destinations Week ending July 9, 2006 US, Home and Work | ||
Unique Audience (000) | Active Reach (%) | |
Disney Online | 7,347 | 5.66 |
Nickelodeon Network | 4,727 | 3.64 |
eBay Toys | 3,019 | 2.32 |
Cartoon Network | 2,208 | 1.7 |
ToysRUs | 1,200 | 0.92 |
Yahooligans! | 961 | 0.74 |
PBS Kids | 906 | 0.7 |
Barbie | 826 | 0.64 |
EverythingGirl.com | 727 | 0.56 |
LEGO | 610 | 0.47 |
Source: Nielsen//NetRatings NetView | ||
Demographic Data for Kids, Games & Toys CategoryMonth of June 2006 US, Home and Work | |||
Target | Unique Audience (000) | Audience Composition (%) | |
Total | 45,438 | 100 | |
Male | 19,583 | 43.1 | |
Female | 25,856 | 56.9 | |
Age | 2 - 11 | 7,644 | 16.82 |
12 - 17 | 5,460 | 12.02 | |
18 - 24 | 1,909 | 4.2 | |
25 - 34 | 7,113 | 15.65 | |
35 - 49 | 14,917 | 32.83 | |
45+ | 12,560 | 27.64 | |
55+ | 5,431 | 11.95 | |
65+ | 1,540 | 3.39 | |
HH Income | $ 0 - 24999 | 2,631 | 5.79 |
$ 25000 - 49999 | 9,729 | 21.41 | |
$ 50000 - 74999 | 12,796 | 28.16 | |
$ 75000 - 99999 | 8,978 | 19.76 | |
$ 100000 - 149999 | 6,992 | 15.39 | |
$ 150000+ | 3,595 | 7.91 | |
No Response | 719 | 1.58 | |
Source: Nielsen//NetRatings NetView | |||
Data on the Retail Goods & Services Industry, Kids & Toys SegmentWeek ending July 9, 2006 US, Home and Work
Top 20 Advertisers | ||
Impressions (000) | Share of all Impressions | |
PokemonCenter.com | 12,393 | 41.8% |
Knowledge Learning Corporation | 4,291 | 14.5% |
Build-A-Bear Workshops | 3,142 | 10.6% |
Kindercare Learning Centers, Inc. | 3,053 | 10.3% |
Tutor Time Learning Centers, LLC | 1,956 | 6.6% |
Wal-Mart Stores, Inc. | 1,645 | 5.6% |
Target Corporation | 1,145 | 3.9% |
Shuffle & Cut Games | 658 | 2.2% |
Pelican Performance | 454 | 1.5% |
SideshowToy.com | 297 | 1.0% |
JumpSport, Inc. | 212 | 0.7% |
Amazon.com, Inc. | 73 | 0.2% |
The Gymboree Corporation | 72 | 0.2% |
Kid's Supply Co. | 51 | 0.2% |
The Land of the Nod | 33 | 0.1% |
eToys | 28 | 0.1% |
KB Holdings, LLC | 28 | 0.1% |
Discount Games | 17 | 0.1% |
Williams-Sonoma, Inc. | 16 | 0.1% |
Lucasfilm, Ltd. | 13 | 0.0% |
Total | 29,629 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Top Ad Sizes | |||
Dimensions | Impressions (000) | Share of all Impressions | |
Leaderboard | (728x90) | 16,389 | 55.3% |
Wide Skyscraper | (160x600) | 4,504 | 15.2% |
Full Banner | (468x60) | 2,171 | 7.3% |
Button #2 | (120x60) | 1,315 | 4.4% |
Medium Rectangle | (300x250) | 1,123 | 3.8% |
Skyscraper | (120x600) | 1,012 | 3.4% |
Non-Standard Dimension | 973 | 3.3% | |
Rectangle | (180x150) | 716 | 2.4% |
Button #1 | (120x90) | 641 | 2.2% |
Vertical Banner | (120x240) | 506 | 1.7% |
Square Button | (125x125) | 181 | 0.6% |
Micro Bar | (88x31) | 93 | 0.3% |
Large Rectangle | (336x280) | 4 | 0.0% |
Vertical Rectangle | (240x400) | 2 | 0.0% |
Total | 29,630 | 100.0% | |
Source: Nielsen//NetRatings AdRelevance | |||
Ad Delivery Types | ||
Impressions (000) | Share of all Impressions | |
Inline | 29,626 | 100.0% |
Pop-Under | 4 | 0.0% |
Total | 29,630 | 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.