Automotive Advertising Online: Sites, Types and Viewers A drill-down into Online automotive advertising to reveal popular sites, reader demographics, advertisers, ad
sizes and delivery types.
Top 10 Online Automotive DestinationsWeek ending October 15, 2006 US, Home and Work |
Brand or Channel | Unique Audience (000) | Active Reach (%) |
eBay Motors | 5,261 | 3.94 |
AOL Auto | 1,918 | 1.44 |
Kelley Blue Book | 1,426 | 1.07 |
Edmunds.com^ | 1,347 | 1.01
|
Ford |
1172 | 0.88 |
MSN Autos | 1,148 | 0.86 |
AAA | 1,092 | 0.82 |
Yahoo! Autos | 1,078 | 0.81 |
Honda | 1,073 | 0.8 |
AutoTrader.com^ | 996
| 0.75 |
Source: Nielsen//NetRatings NetView |
Demographic Data for Automotive Category Month of September 2006 US, Home and Work |
| Target | Unique Audience (000) | Audience Composition (%) |
Total | | 51,080 | 100 |
Male | | 29,990 | 58.71 |
Female | | 21,090 | 41.29 |
Age | 2 - 11 | 1,004 | 1.97 |
| 12 - 17 | 2,880 | 5.64 |
| 18 - 24 | 2,235 | 4.37 |
| 25 - 34 | 7,755 | 15.18 |
| 35 - 49 | 19,040 | 37.27 |
| 45+ | 25,091 | 49.12 |
| 55+ | 11,817 | 23.13 |
| 65+ | 3,851 | 7.54 |
HH Income
| $ 0 - 24999 | 2,625
| 5.14 |
| $ 25000 - 49999 | 10,647
| 20.84 |
| $ 50000 - 74999 | 13,405
| 26.24 |
| $ 75000 - 99999 | 10,295
| 20.15 |
| $ 100000 - 149999 | 8,485
| 16.61 |
| $ 150000+ | 4,838
| 9.47 |
| No Response | 784
| 1.54 |
Source: Nielsen//NetRatings NetView |
Data on the Automotive Industry Week ending
October 15, 2006 US, Home and Work
Top 20 Advertisers |
Company | Impressions (000) | Share of all Impressions |
General Motors Corporation
| 771,047 |
38.4% |
Ford Motor Company | 664,270 | 33.1% |
DaimlerChrysler Corporation | 196,630 | 9.8% |
Toyota Motor Corporation
| 75,961 | 3.8%
|
Nissan Motor Co., Ltd. | 53,411 | 2.7% |
Honda Motor Co., Ltd. | 48,997 | 2.4% |
Suzuki Motor Corporation
| 27,736 | 1.4%
|
Volkswagen AG |
16,914 | 0.8% |
BMW AG | 14,237 | 0.7% |
Hyundai Motor Company | 11,617 | 0.6% |
Mazda Motor Corporation |
9,498 | 0.5% |
Fitzpatrick Chevrolet-Buick-HUMMER | 6,536 | 0.3% |
Harley-Davidson, Inc. | 6,057 | 0.3% |
Bob Dance Automotive |
4,319 | 0.2% |
Bombardier | 3,939 | 0.2% |
Group 1 Automotive, Inc. | 3,033 | 0.2% |
Western Washington TDA | 2,532 | 0.1% |
Resnick Auto
Group | 2,253 |
0.1% |
Van Chevrolet -Arizona | 1,655 | 0.1% |
BMW Bay Area | 1,591 | 0.1% |
Total | 2,008,840 | 100.0% |
Source: Nielsen//NetRatings AdRelevance |
Top Ad Sizes | | | |
| Dimensions | Impressions (000) | Share of all Impressions |
Medium
Rectangle | (300x250) | 757,263 | 37.7% |
Leaderboard | (728x90) | 484,129 | 24.1% |
Non-Standard Dimension | | 417,612 | 20.8%
|
Wide Skyscraper |
(160x600) | 150,086 | 7.5% |
Skyscraper | (120x600) | 45,927 | 2.3% |
Full Banner | (468x60) | 42,489
| 2.1% |
Rectangle | (180x150) | 36,349 | 1.8% |
Half Banner | (234x60) | 20,605 | 1.0% |
Button #2 | (120x60) | 20,388 | 1.0% |
Button #1 |
(120x90) | 19,062 | 0.9% |
Large Rectangle | (336x280) | 4,819 | 0.2% |
Micro Bar | (88x31) | 3,918
| 0.2% |
Square Button | (125x125) | 3,190 | 0.2% |
Vertical Banner | (120x240) | 1,878 | 0.1% |
Vertical Rectangle |
(240x400) | 706 |
0.0% |
Square | (250x250) | 466 | 0.0% |
Total | | 2,008,887 | 100.0% |
Source: Nielsen//NetRatings
AdRelevance |
Ad Delivery Types | | |
Ad Delivery | Impressions (000) | Share of all
Impressions |
In-Page | 1,957,038 | 97.4% |
Expanding | 46,638 | 2.3% |
Over-Page | 3,525 | 0.2% |
Transitional | 1,238 | 0.1% |
Pop-Up | 250 | 0.0% |
Pop-Under | 199 |
0.0% |
Total |
2,008,888 | 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