Commentary
More Than Half the Visitors To Financial Sites Over 45
- by Jack Loechner , Staff Writer @mp_research, June 27, 2004
Deep drilling look at visitors to financial news and information sites in April and May. Flash technologies and Banner ads lead the way in reaching them.
Top Online Financial News & Information Destinations, at Home
| Brand or Channel | Unique Audience (000) | Active Reach (%) |
| Yahoo! Finance | 2,631 | 2.43 |
| AOL Personal Finance | 2,276 | 2.1 |
| MSN Money | 2,204 | 2.03 |
| CBS MarketWatch Network | 1,115 | 1.03 |
| CNNMoney | 982 | 0.91 |
| Motley Fool | 792 | 0.73 |
| ConsumerInfo.com | 754 | 0.7 |
| Wall Street Journal | 478 | 0.44 |
| Forbes.com | 475 | 0.44 |
| Reuters | 440 | 0.41 |
Week ending May 30, 2004 US, Home Source: Nielsen//NetRatings NetView
Demographic Data for Financial News & Information Category
| Category | Unique Audience (000) | Unique Audience Composition (%) |
| Total | 29,922 | 100 |
| Male | 15,468 | 51.7 |
| Female | 14,454 | 48.3 |
| Age | ||
| 2 - 11 | 495 | 1.65 |
| 12 - 17 | 1,417 | 4.74 |
| 18 - 24 | 1,645 | 5.5 |
| 25 - 34 | 4,821 | 16.11 |
| 35 - 49 | 9,796 | 32.74 |
| 45+ | 15,384 | 51.41 |
| 55+ | 8,471 | 28.31 |
| 65+ | 3,746 | 12.52 |
| HH Income | ||
| $ 0 - 24999 | 1,845 | 6.17 |
| $ 25000 - 49999 | 7,173 | 23.97 |
| $ 50000 - 74999 | 8,003 | 26.75 |
| $ 75000 - 99999 | 5,513 | 18.42 |
| $ 100000 - 149999 | 4,546 | 15.19 |
| $ 150000+ | 2,278 | 7.61 |
| No Response | 564 | 1.88 |
Month of April 2004 US, Home Source: Nielsen//NetRatings NetView
Data focusing on the Web Media Finance & Economy Industry Segment
| Top Technologies | ||
| Technology | Impressions (000) | Share of all Impressions |
| Flash | 84,357 | 45.1% |
| Animation | 62,864 | 33.6% |
| Image | 20,244 | 10.8% |
| Compound ad | 15,243 | 8.1% |
| Flash - Unicast | 3,134 | 1.7% |
| Form | 1,158 | 0.6% |
| PointRoll | 61 | 0.0% |
| Total | 187,061 | 100.0% |
| Top Ad Sizes | ||
| Dimensions | Impressions (000) | Share of all Impressions |
| Full banner | 67,111 | 35.9% |
| Leader Board | 29,754 | 15.9% |
| Medium rectangle | 19,662 | 10.5% |
| Wide skyscraper | 17,099 | 9.1% |
| Non-standard | 15,462 | 8.3% |
| Skyscraper | 12,941 | 6.9% |
| Button #2 | 8,612 | 4.6% |
| Vertical banner | 4,523 | 2.4% |
| Square button | 2,837 | 1.5% |
| Half banner | 2,262 | 1.2% |
| Rectangle | 2,202 | 1.2% |
| Large rectangle | 1,783 | 1.0% |
| Button #1 | 1,013 | 0.5% |
| Micro bar | 1,000 | 0.5% |
| Square | 708 | 0.4% |
| Vertical rectangle | 90 | 0.0% |
| Total | 187,059 | 100.0% |
| Ad Delivery Types | ||
| Ad Delivery | Impressions (000) | Share of all Impressions |
| Inline | 167,513 | 89.6% |
| Pop-Under | 11,939 | 6.4% |
| Pop-Up | 7,596 | 4.1% |
| Interstitial | 12 | 0.0% |
| Total | 187,060 | 100.0% |
Week Ending May 30, 2004 US, Home and Work Source: Nielsen//NetRatings AdRelevance
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.