• by Jack Loechner , Staff Writer @mp_research, October 10, 2004

Over 45's Most Interested in Food and Cooking on the Web

A deeper look at the most popular Web sites for Online food and cooking, as well as the demographics, ad delivery styles, technologies, and sizes used.

Top Online Food & Cooking Destinations, at Home Week ending Sept. 26, 2004 US, Home

	Unique Audience (000)	Active Reach (%)
Food Network	1,230	1.17
Kraft Food & Cooking	646	0.61
Allrecipes	445	0.42
About Food	328	0.31
Nestle	283	0.27

Source: Nielsen//NetRatings NetView

Demographic Data for Food & Cooking Category Month of August 2004 US, Home

	Unique Audience (000)	Audience Comp (%)
Total	18,622	100
Male	6,431	34.54
Female	12,190	65.46
Age
2 - 11	446	2.4
12 - 17	1,138	6.11
18 - 24	1,203	6.46
25 - 34	3,449	18.52
35 - 49	6,056	32.52
45+	8,698	46.71
55+	4,435	23.82
65+	1,653	8.88
HH Income
$ 0 - 24999	1,312	7.04
$ 25000 - 49999	4,617	24.79
$ 50000 - 74999	5,411	29.06
$ 75000 - 99999	3,180	17.08
$ 100000 - 149999	2,529	13.58
$ 150000+	1,306	7.01
No Response	267	1.43

Source: Nielsen//NetRatings NetView

Data on the Consumer Goods Industry Food & Beverage Segment Week Ending Sept. 26, 2004 US, Home and Work

Top Technologies
	Impressions (000)	Share of all Impressions
Flash	227,475	70.7%
Image	35,492	11.0%
Animation	23,096	7.2%
PointRoll	19,663	6.1%
Flash - Unicast	7,438	2.3%
Compound ad	4,136	1.3%
Flash - Eyeblaster	3,156	1.0%
Form	1,104	0.3%
EyeWonder	37	0.0%
Imagemap	4	0.0%
Total	321,601	100.0%
Top Ad Sizes
	Impressions (000)	Share of all Impressions
Leader Board	127,271	39.6%
Full banner	54,504	16.9%
Medium rectangle	41,940	13.0%
Skyscraper	33,724	10.5%
Non-standard	15,497	4.8%
Wide skyscraper	11,574	3.6%
Rectangle	8,915	2.8%
Square button	5,728	1.8%
Button #1	4,620	1.4%
Vertical banner	3,907	1.2%
Square	3,470	1.1%
Large rectangle	3,083	1.0%
Vertical rectangle	2,410	0.7%
Micro bar	2,086	0.6%
Button #2	1,754	0.5%
Half banner	1,100	0.3%
Unspecified	15	0.0%
Total	321,598	100.0%
Ad Delivery Types
	Impressions (000)	Share of all Impressions
Inline	305,553	95.0%
Pop-Up	10,395	3.2%
Floating/Overlay	3,498	1.1%
Interstitial	1,638	0.5%
Pop-Under	515	0.2%
Total	321,599	100.0%

Source: Nielsen//NetRatings AdRelevance