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
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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