Commentary
BabyCenter and Parenting Are Top Online Family Resources
- by Jack Loechner , Staff Writer @mp_research, September 15, 2006
A deeper look at the audience, advertisers and ad types in Online family resources during the 2nd week of August
Top 6 Online Family Resources DestinationsWeek ending August 13, 2006 US, Home and Work | ||
Brand or Channel | Unique Audience (000) | Active Reach (%) |
BabyCenter | 1,050 | 0.79 |
About Parenting & Family | 808 | 0.61 |
Greatschools.net | 554 | 0.42 |
MyFamily.com | 472 | 0.36 |
Kaboose | 401 | 0.3 |
ClubMom | 350 | 0.26 |
Source: Nielsen//NetRatings NetView | ||
Demographic Data for Family Resources CategoryMonth of July 2006 US, Home and Work | |||
Target | Unique Audience (000) | Audience Composition (%) | |
Total | 20,240 | 100 | |
Male | 7,573 | 37.42 | |
Female | 12,667 | 62.58 | |
Age | 2 - 11 | 722 | 3.57 |
12 - 17 | 1,244 | 6.15 | |
18 - 24 | 702 | 3.47 | |
25 - 34 | 4,776 | 23.59 | |
35 - 49 | 7,231 | 35.73 | |
45+ | 7,699 | 38.04 | |
55+ | 3,911 | 19.32 | |
65+ | 1,236 | 6.11 | |
HH Income | $ 0 - 24999 | 1,014 | 5.01 |
$ 25000 - 49999 | 4,336 | 21.42 | |
$ 50000 - 74999 | 5,762 | 28.47 | |
$ 75000 - 99999 | 3,931 | 19.42 | |
$ 100000 - 149999 | 3,296 | 16.28 | |
$ 150000+ | 1,673 | 8.26 | |
Source: Nielsen//NetRatings NetView | |||
Data on the Web Media Industry, Family SegmentWeek ending August 13, 2006 US, Home and Work
Top 11 Advertisers | ||
Impressions (000) | Share of all Impressions | |
MyFamily.com, Inc. | 11,194 | 52.111% |
Search Institute | 5,780 | 26.907% |
Kaboose Inc | 3,250 | 15.129% |
Discovery Communications, Inc. | 795 | 3.700% |
Nestle USA, Inc. | 163 | 0.758% |
Trader Publishing Company | 133 | 0.619% |
Coincide Media, LLC | 100 | 0.465% |
Kimberly-Clark Corporation | 40 | 0.186% |
Johnson & Johnson | 17 | 0.079% |
ClubMom | 8 | 0.037% |
FamilyLife | 1 | 0.004% |
Total | 21,481 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Top Ad Sizes | |||
Dimensions | Impressions (000) | Share of all Impressions | |
Leaderboard | (728x90) | 11,566 | 53.842% |
Wide Skyscraper | (160x600) | 3,474 | 16.172% |
Square Button | (125x125) | 3,250 | 15.129% |
Large Rectangle | (336x280) | 1,070 | 4.981% |
Medium Rectangle | (300x250) | 1,023 | 4.762% |
Skyscraper | (120x600) | 410 | 1.908% |
Vertical Banner | (120x240) | 195 | 0.907% |
Button #2 | (120x60) | 186 | 0.865% |
Full Banner | (468x60) | 114 | 0.530% |
Rectangle | (180x150) | 110 | 0.512% |
Half Banner | (234x60) | 45 | 0.209% |
Button #1 | (120x90) | 30 | 0.139% |
Non-Standard Dimension | 8 | 0.037% | |
Total | 21,481 | 100.0% | |
Source: Nielsen//NetRatings AdRelevance | |||
Ad Delivery Types | ||
Impressions (000) | Share of all Impressions | |
In-Page | 21,458 | 99.9% |
Expanding | 17 | 0.1% |
Transitional | 6 | 0.0% |
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.