Commentary
Cornucopia of April Online Web and Video Viewers and Brands
- by Jack Loechner , Staff Writer @mp_research, June 6, 2008
Total Website user data for April, including detailed findings for viewers and advertisers in the Current Events and Global News categories, as well as Online video viewers and brands.
Top 10 Online Current Events and Global News Destinations Week ending May 11, 2008 US, Home and Work | ||
Brand or Channel | Unique Audience (000) | Active Reach (%) |
Yahoo! News | 20,229 | 14.27 |
MSNBC Digital Network | 16,397 | 11.56 |
CNN Digital Network | 15,648 | 11.03 |
AOL News | 13,244 | 9.34 |
NYTimes.com | 7,327 | 5.17 |
Gannett Newspapers and Division | 6,166 | 4.35 |
Tribune Newspapers | 6,019 | 4.24 |
Fox News Digital Network | 4,648 | 3.28 |
USATODAY.com | 4,465 | 3.15 |
Google News | 4,408 | 3.11 |
Source: Nielsen Online, NetView, May 2008 | ||
Demographic Data for Current Events and Global News Category Month of April 2008 US, Home and Work | |||
Category | Target | Unique Audience (000) | Unique Audience Composition (%) |
Total |
| 98,545 | 100.00 |
Male |
| 48,410 | 49.12 |
Female |
| 50,135 | 50.88 |
Age | 2 - 11 | 4,109 | 4.17 |
| 12 - 17 | 6,848 | 6.95 |
| 18 - 24 | 4,514 | 4.58 |
| 25 - 34 | 12,780 | 12.97 |
| 35 - 49 | 31,986 | 32.46 |
| 45+ | 49,543 | 50.27 |
| 55+ | 25,779 | 26.16 |
| 65+ | 10,641 | 10.80 |
HH Income | $ 0 - 24999 | 5,703 | 5.79 |
| $ 25000 - 49999 | 20,194 | 20.49 |
| $ 50000 - 74999 | 25,058 | 25.43 |
| $ 75000 - 99999 | 19,338 | 19.62 |
| $ 100000 - 149999 | 16,074 | 16.31 |
| $ 150000+ | 9,502 | 9.64 |
| No Response | 2,676 | 2.72 |
Source: Nielsen Online, NetView, May 2008 | |||
Note: Nielsen Online, AdRelevance reporting data reflects advertising activity served on pages accessible via the World Wide Web and not within AOL's proprietary service.
DATA ON WEB MEDIA INDUSTRY, WORLD AND LOCAL NEWS SEGMENT WEEK ENDING MAY 11, 2008US, HOME AND WORK
Top 20 Advertisers | ||
Company | Impressions (000) | Share of all Impressions |
Tribune Company | 129,839 | 61.4% |
NewsMax.com | 34,428 | 16.3% |
Landmark Communications Inc. | 17,617 | 8.3% |
The Washington Post Company | 7,241 | 3.4% |
The Walt Disney Corporation | 5,372 | 2.5% |
Gannett Co. Inc. | 3,800 | 1.8% |
Advance Publications Inc. | 2,063 | 1.0% |
General Electric Company | 1,976 | 0.9% |
TrafficLand Inc. | 1,935 | 0.9% |
AWS Convergence Technologies Inc. | 1,871 | 0.9% |
MSNBC | 1,425 | 0.7% |
Reuters Group Plc | 1,003 | 0.5% |
BillingsGazette.com | 633 | 0.3% |
Principal Voices | 353 | 0.2% |
G2 Bulletin | 278 | 0.1% |
The Poynter Institute | 201 | 0.1% |
Citadel Broadcasting Company | 197 | 0.1% |
Cox Ohio Publishing | 146 | 0.1% |
TAP Publishing Company | 118 | 0.1% |
The Greenville News | 116 | 0.1% |
Total | 211,393 | 100.0% |
Source: Nielsen Online, AdRelevance, May 2008 | ||
Top Ad Sizes | |||
| Dimensions | Impressions (000) | Share of all Impressions |
Leaderboard | (728x90) | 129,289 | 61.2% |
Medium Rectangle | (300x250) | 48,757 | 23.1% |
Non-Standard Dimension |
| 22,118 | 10.5% |
Vertical Banner | (120x240) | 7,265 | 3.4% |
Rectangle | (180x150) | 1,859 | 0.9% |
Wide Skyscraper | (160x600) | 830 | 0.4% |
Square Button | (125x125) | 598 | 0.3% |
Button #1 | (120x90) | 218 | 0.1% |
Skyscraper | (120x600) | 120 | 0.1% |
Large Rectangle | (336x280) | 107 | 0.1% |
Full Banner | (468x60) | 90 | 0.0% |
Half Banner | (234x60) | 80 | 0.0% |
Button #2 | (120x60) | 47 | 0.0% |
Micro Bar | (88x31) | 17 | 0.0% |
Total |
| 211,395 | 100.0% |
Source: Nielsen Online, AdRelevance, May 2008 | |||
Ad Delivery Types | ||
| Impressions (000) | Share of all Impressions |
In-Page | 211,135 | 99.9% |
Expanding | 255 | 0.1% |
Pop-Under | 3 | 0.0% |
Transitional | 1 | 0.0% |
Total | 211,394 | 100.0% |
Source: Nielsen Online, AdRelevance, May 2008 | ||
OVERALL TOPLINE ONLINE U.S. DATA FOR APRIL 2008
Average U.S. Internet Usage, Combined Home & Work Month of April 2008 | |||
| April | March | Percent Change from March |
Sessions/Visits per Person | 59 | 60 | -1.7 |
Domains Visited per Person | 104 | 105 | -1.0 |
Web Pages per Person | 2,361 | 2,437 | -3.1 |
Duration of a Web Page Viewed | 0:00:53 | 0:00:52 | 2.0 |
PC Time per Person | 67:49:39 | 67:42:28 | 0.2 |
Active Digital Media Universe | 164.5 mil | 164.6 mil | -0.1 |
Current Digital Media Universe Estimate | 221.8 mil | 221.3 mil | 0.2 |
Source: Nielsen Online, May 2008 | |||
Of the 164.5 million users who were actively online during the month of April, 48.5 percent or 79.8 million were male. The average male spent a total of nearly 70 hours and six minutes online, logged 61 sessions and viewed 2,483 Web pages during the month
Active U.S. Internet Audience Profile, Combined Home & Work Month of April 2008 | |||||
Demographic | Unique Audience (000) | Composition (%) | Sessions per Month | Average PC Time Spent/ Month | Avg. Pages Viewed/ Month |
Male | 79,763 | 48.48 | 61 | 70:05:57 | 2,483 |
Female | 84,768 | 51.52 | 57 | 65:41:23 | 2,246 |
Age 2 - 11 | 15,228 | 9.26 | 10 | 11:09:49 | 451 |
12 - 17 | 17,584 | 10.69 | 21 | 25:01:59 | 1,254 |
18 - 24 | 11,632 | 7.07 | 25 | 28:08:59 | 1,482 |
25 - 34 | 21,059 | 12.8 | 56 | 69:22:06 | 2,828 |
35 - 49 | 44,411 | 26.99 | 77 | 91:11:39 | 3,354 |
55+ | 37,089 | 22.54 | 79 | 84:59:55 | 2,264 |
65+ | 15,904 | 9.67 | 72 | 72:47:50 | 1,574 |
Source: Nielsen Online, May 2008 | |||||
AND, THE ONLINE VIDEO CENSUS DURING APRIL
Online Video Viewing Overall Usage April 2008 | |||
| Apr-08 | Mar-08 | % Change |
Unique Viewers (000) | 119,626 | 115,366 | 3.7% |
Total Streams (000) | 7,613,847 | 6,967,963 | 9.3% |
Streams per Viewer | 63.6 | 60.4 | 5.3% |
Time per Viewer (min) | 142.8 | 137.3 | 4.0% |
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Source: Nielsen Online, VideoCensus US, May 2008 (Includes progressive downloads and excludes video advertising) | |||
Top 10 Online Video Brands April 2008 | ||
Video Brand | Total Streams (000) | Unique Viewers (000) |
YouTube | 4,052,984 | 73,537 |
Fox Interactive Media | 328,974 | 20,855 |
Yahoo! | 221,600 | 22,179 |
Nickelodeon Kids and Family Network | 151,828 | 6,323 |
MSN/Windows Live | 149,684 | 9,873 |
ESPN | 125,327 | 5,477 |
Disney Online | 93,649 | 7,219 |
CNN Digital Network | 84,782 | 5,681 |
Turner Entertainment New Media Network | 81,586 | 6,513 |
hulu | 63,228 | 2,428 |
Source: Nielsen Online, VideoCensus US, May 2008 | ||
For more information, please visit www.nielsen-online.com.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.