Commentary
Food and Cooking Destinations Capture Fifty Million Readers in Mid-June
- by Jack Loechner , Staff Writer @mp_research, July 20, 2007
A deeper look at the consumer demographics, destinations, advertisers and ad types for food, cooking and beverage consumer goods segments.
Top 10 Food & Cooking Destinations (Week ending June 17, 2007 US, Home and Work) | ||
Brand or Channel | Unique Audience (000) | Active Reach (%) |
Food Network | 2,342 | 1.72 |
Kraft Foods | 2,153 | 1.58 |
OmahaSteaks.com | 2,062 | 1.51 |
Allrecipes | 1,459 | 1.07 |
About.com Food & Drink | 1,403 | 1.03 |
Yahoo! Food | 1,199 | 0.88 |
Cooks.com | 1,152 | 0.85 |
Betty Crocker | 629 | 0.46 |
Pizza Hut | 590 | 0.43 |
Recipezaar | 532 | 0.39 |
Source: Nielsen//NetRatings NetView | ||
Demographic Data for Food & Cooking Category (Month of May 2007 US, Home and Work) | |||
Category | Target | Unique Audience (000) | Audience Composition (%) |
Total |
| 49,547 | 100 |
Male |
| 20,493 | 41.36 |
Female |
| 29,054 | 58.64 |
Age | 2 - 11 | 980 | 1.98 |
| 12 - 17 | 2,550 | 5.15 |
| 18 - 24 | 2,167 | 4.37 |
| 25 - 34 | 7,840 | 15.82 |
| 35 - 49 | 18,120 | 36.57 |
| 45+ | 23,755 | 47.94 |
| 55+ | 11,900 | 24.02 |
| 65+ | 4,251 | 8.58 |
HH Income | $ 0 - 24999 | 2,784 | 5.62 |
| $ 25000 - 49999 | 10,626 | 21.45 |
| $ 50000 - 74999 | 12,540 | 25.31 |
| $ 75000 - 99999 | 9,670 | 19.52 |
| $ 100000 - 149999 | 8,357 | 16.87 |
| $ 150000+ | 4,602 | 9.29 |
| No Response | 968 | 1.95 |
Source: Nielsen//NetRatings NetView | |||
Data on the Consumer Goods Food & Beverage Segment(Week ending June 17, 2007 US, Home and Work)
Top 20 Advertisers | ||
Company | Impressions (000) | Share of all Impressions |
The Coca-Cola Company | 430,945 | 55.3% |
Altria Group Inc. | 36,861 | 4.7% |
PepsiCo, Inc. | 35,764 | 4.6% |
Mars, Inc. | 25,991 | 3.3% |
Nestle USA, Inc. | 25,754 | 3.3% |
Bacardi Ltd. | 22,323 | 2.9% |
Kellogg Company | 20,802 | 2.7% |
Pernod Ricard | 18,531 | 2.4% |
The Procter & Gamble Company | 11,855 | 1.5% |
Merial | 11,229 | 1.4% |
Cadbury Schweppes | 9,092 | 1.2% |
Diageo PLC | 7,908 | 1.0% |
Ocean Spray Cranberries, Inc. | 6,999 | 0.9% |
Campbell Soup Company | 6,828 | 0.9% |
Anheuser-Busch Companies, Inc. | 6,031 | 0.8% |
Bayer Corporation | 5,713 | 0.7% |
Unilever | 5,227 | 0.7% |
SABMiller plc | 4,821 | 0.6% |
Land O'Lakes, Inc. | 4,508 | 0.6% |
Pharmavite | 3,906 | 0.5% |
Total | 779,148 |
|
Source: Nielsen//NetRatings AdRelevance | ||
Top Ad Sizes | ||
| Dimensions | Impressions (000) |
Leaderboard | (728x90) | 436,764 |
Wide Skyscraper | (160x600) | 123,160 |
Medium Rectangle | (300x250) | 82,495 |
Skyscraper | (120x600) | 31,844 |
Non-Standard Dimension |
| 27,269 |
Vertical Banner | (120x240) | 22,675 |
Rectangle | (180x150) | 19,051 |
Micro Bar | (88x31) | 7,616 |
Large Rectangle | (336x280) | 6,621 |
Full Banner | (468x60) | 5,711 |
Half Banner | (234x60) | 4,465 |
Button #1 | (120x90) | 3,892 |
Square Button | (125x125) | 3,817 |
Button #2 | (120x60) | 3,245 |
Vertical Rectangle | (240x400) | 463 |
Square | (250x250) | 58 |
Total |
| 779,146 |
Source: Nielsen//NetRatings AdRelevance | ||
Ad Delivery Types | ||
Ad Delivery | Impressions (000) | Share of all Impressions |
In-Page | 721,374 | 92.6% |
Expanding | 40,040 | 5.1% |
Over-Page | 9,053 | 1.2% |
Transitional | 4,406 | 0.6% |
Pop-Under | 4,157 | 0.5% |
Pop-Up | 114 | 0.0% |
Total | 779,144 | 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.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.