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Map Quest and Google Maps Lead Online Travel Destinations

Map Quest and Google Maps Lead Online Travel Destinations

A drill-down on travel sites, viewer demographics, advertisers and ad sizes and types                                                           

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Top 10 Travel Destinations (Week ending March 25, 2007 US, Home and Work)

Brand or Channel

Unique Audience (000)

Active Reach (%)

MapQuest

15,221

11.16

Google Maps

9,252

6.78

Expedia

5,672

4.16

Orbitz Worldwide Network

4,836

3.55

Travelocity

4625

3.39

Southwest Airlines

4,061

2.98

American Airlines

3,325

2.44

Google Earth

2,892

2.12

Delta

2,632

1.93

TripAdvisor

2,366

1.73

Source:  Nielsen//NetRatings NetView

                             

Demographic Data for Travel Category (Month of February 2007 US, Home and Work)

Category

Target

Unique Audience (000)

Audience Composition(%)

Total

 

83,342

100

Male

 

40,967

49.16

Female

 

42,375

50.84

Age

 2 - 11

 2,272

2.73

 

 12 - 17

 5,291

6.35

 

 18 - 24

 4,097

4.92

 

 25 - 34

 11,839

14.21

 

 35 - 49

 30,076

36.09

 

 45+

 40,185

48.22

 

 55+

 19,556

23.46

 

 65+

 7,049

8.46

HH Income

 $ 0 - 24999

 4,058

4.87

 

 $ 25000 - 49999

 16,318

19.58

 

 $ 50000 - 74999

 20,657

24.79

 

 $ 75000 - 99999

 16,725

20.07

 

 $ 100000 - 149999

 14,828

17.79

 

 $ 150000+

 9,143

10.97

 

 No Response

 1,614

1.94

Source:  Nielsen//NetRatings NetView

Data on the Travel Industry (Week ending March 25, 2007 US, Home and Work)                                       

Top 20 Advertisers

 

Impressions (000)

Share of all Impressions

VacationsToGo.com

482,802

28.0%

General Electric Company

230,669

13.4%

InterActiveCorp

151,931

8.8%

Travelport Corporate Solutions, Inc.

64,430

3.7%

Puerto Rico Tourism Company

52,028

3.0%

Starwood Hotels & Resorts Worldwide, Inc.

49,369

2.9%

Hilton Hotels Corporation

43,318

2.5%

AirTran Holdings, Inc.

34,178

2.0%

La Quinta Corporation

29,851

1.7%

Best Western International, Inc.

28,944

1.7%

Continental Airlines, Inc.

28,344

1.6%

Visit Florida

25,054

1.5%

Delta Air Lines, Inc

23,266

1.4%

RedWeek.com

23,090

1.3%

The Hertz Corporation

22,431

1.3%

UAL Corporation

20,160

1.2%

The Walt Disney Corporation

18,644

1.1%

Choice Hotels International, Inc.

17,987

1.0%

Tahiti Tourisme North America

17,784

1.0%

Alaska Air Group, Inc.

17,532

1.0%

Total

1,723,002

100.0%

Source: Nielsen//NetRatings AdRelevance

  

Top Ad Sizes

 

Dimensions

Impressions (000)

Share of all Impressions

Leaderboard

(728x90)

799,019

46.4%

Non-Standard Dimension

 

248,365

14.4%

Wide Skyscraper

(160x600)

195,520

11.3%

Medium Rectangle

(300x250)

195,118

11.3%

Square Button

(125x125)

49,478

2.9%

Full Banner

(468x60)

45,771

2.7%

Button #1

(120x90)

42,953

2.5%

Skyscraper

(120x600)

38,033

2.2%

Micro Bar

(88x31)

31,388

1.8%

Button #2

(120x60)

20,671

1.2%

Half Banner

(234x60)

18,384

1.1%

Large Rectangle

(336x280)

17,048

1.0%

Rectangle

(180x150)

9,554

0.6%

Vertical Banner

(120x240)

9,418

0.5%

Square

(250x250)

2,272

0.1%

Vertical Rectangle

(240x400)

1

0.0%

Total

 

1,722,993

100.0%

Source: Nielsen//NetRatings AdRelevance

 

Ad Delivery Types

 

Impressions (000)

Share of all Impressions

In-Page

1,644,127

95.4%

Pop-Under

46,769

2.7%

Expanding

26,413

1.5%

Over-Page

4,646

0.3%

Pop-Up

888

0.1%

Transitional

151

0.0%

Total

1,722,994

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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