Commentary
Monster Leads Career Advertisers; Apollo Leads Education
- by Jack Loechner , Staff Writer @mp_research, July 18, 2008
A drill-down into the destinations, reader demographics, advertisers, ad types, sizes and delivery for Education, Employment and Career sites in May and June
Top 10 Online Education and Careers Destinations US, Home and Work Week ending June 15, 2008 | ||
Brand or Channel | Unique Audience (000) | Active Reach (%) |
CareerBuilder Network | 7,705 | 5.42 |
Monster.com Network | 4,984 | 3.51 |
Yahoo! HotJobs | 3,761 | 2.65 |
Merriam-Webster | 2,031 | 1.43 |
Indeed.com | 1,474 | 1.04 |
About.com Education | 1,202 | 0.85 |
Simply Hired | 998 | 0.70 |
U.S. Dept. of Education (ED) | 829 | 0.58 |
USAJOBS | 773 | 0.54 |
none.com | 768 | 0.54 |
Source: Nielsen Online, NetView | ||
Demographic Data for Education and Careers Category Month of May 2008 US, Home and Work | |||
Category | Target | Unique Audience (000) | Unique Audience Composition (%) |
Total |
| 92,591 | 100.00 |
Male |
| 43,308 | 46.77 |
Female |
| 49,283 | 53.23 |
Age | 2 - 11 | 4,248 | 4.59 |
| 12 - 17 | 8,661 | 9.35 |
| 18 - 24 | 6,259 | 6.76 |
| 25 - 34 | 12,726 | 13.74 |
| 35 - 49 | 30,112 | 32.52 |
| 45+ | 41,703 | 45.04 |
| 55+ | 19,766 | 21.35 |
| 65+ | 7,202 | 7.78 |
HH Income | $ 0 - 24999 | 5,170 | 5.58 |
| $ 25000 - 49999 | 17,775 | 19.20 |
| $ 50000 - 74999 | 23,614 | 25.50 |
| $ 75000 - 99999 | 18,169 | 19.62 |
| $ 100000 - 149999 | 16,388 | 17.70 |
| $ 150000+ | 9,092 | 9.82 |
| No Response | 2,383 | 2.57 |
Source: Nielsen Online, NetView | |||
Data on Public Service Industry, Education Segment Week ending June 15, 2008 US, Home and Work
Top 20 Advertisers | ||
Company | Impressions (000) | Share of all Impressions |
Apollo Group, Inc. | 454,258 | 39.0% |
Experian Group Limited | 155,516 | 13.3% |
Connecticut School of Broadcasting | 117,059 | 10.0% |
Capella Education Company | 94,098 | 8.1% |
DeVry Inc. | 90,734 | 7.8% |
The Washington Post Company | 37,336 | 3.2% |
Strayer Education, Inc. | 30,288 | 2.6% |
The University of Liverpool | 15,331 | 1.3% |
Harrington College of Design | 13,610 | 1.2% |
Walden University | 13,561 | 1.2% |
The Art Institute of Pittsburgh, PA | 8,755 | 0.8% |
International Academy of Design & Technology | 8,734 | 0.7% |
Sylvan Learning Systems, Inc. | 8,219 | 0.7% |
The University of Tampa | 8,021 | 0.7% |
Regent University | 7,312 | 0.6% |
New York Film Academy | 6,848 | 0.6% |
Colorado Technical University | 6,622 | 0.6% |
Int'l Academy of Design & Technology - Tampa | 6,122 | 0.5% |
Collins College | 5,905 | 0.5% |
Northwestern University | 4,596 | 0.4% |
Total | 1,165,324 | 100.0% |
Source: Nielsen Online, AdRelevance | ||
Top Ad Sizes | |||
| Dimensions | Impressions (000) | Share of all Impressions |
Leaderboard | (728x90) | 672,127 | 57.7% |
Medium Rectangle | (300x250) | 237,136 | 20.3% |
Non-Standard Dimension |
| 73,520 | 6.3% |
Full Banner | (468x60) | 63,235 | 5.4% |
Skyscraper | (120x600) | 50,354 | 4.3% |
Wide Skyscraper | (160x600) | 43,919 | 3.8% |
Vertical Banner | (120x240) | 7,094 | 0.6% |
Micro Bar | (88x31) | 6,257 | 0.5% |
Button #2 | (120x60) | 3,242 | 0.3% |
Button #1 | (120x90) | 2,759 | 0.2% |
Large Rectangle | (336x280) | 2,562 | 0.2% |
Half Banner | (234x60) | 1,798 | 0.2% |
Rectangle | (180x150) | 710 | 0.1% |
Square Button | 125x125) | 618 | 0.1% |
Square | (250x250) | 3 | 0.0% |
Total |
| 1,165,334 | 100.0% |
Source: Nielsen Online, AdRelevance | |||
Ad Delivery Types | ||
Ad Delivery | Impressions (000) | Share of all Impressions |
In-Page | 1,159,766 | 99.5% |
Pop-Under | 3,598 | 0.3% |
Pop-Up | 1,372 | 0.1% |
Expanding | 431 | 0.0% |
Over-Page | 118 | 0.0% |
Transitional | 48 | 0.0% |
Total | 1,165,333 | 100.0% |
Source: Nielsen Online, AdRelevance | ||
Data on Web Media Industry, Employment Segment Week ending June 15, 2008 US, Home and Work
Top 20 Advertisers | ||
| Impressions (000) | Share of all Impressions |
Monster Worldwide, Inc. | 391,897 | 82.6% |
CareerBuilder, LLC | 62,763 | 13.2% |
Deutsche Telekom AG | 4,113 | 0.9% |
Dice.com, Inc. | 3,621 | 0.8% |
Careerone | 1,629 | 0.3% |
Cox Search, LLC. | 1,547 | 0.3% |
DegreesforWorkingMoms.com | 1,279 | 0.3% |
AT&T Corp. | 711 | 0.1% |
SEEK Communications | 636 | 0.1% |
Yahoo! Inc. | 600 | 0.1% |
DevelopYourCareer.com | 551 | 0.1% |
ChicagoJobs.com | 387 | 0.1% |
Orlando Sentinel Communications | 373 | 0.1% |
The Walt Disney Corporation | 291 | 0.1% |
SnagAJob.com, Inc. | 283 | 0.1% |
VACareers.com | 278 | 0.1% |
TimesJobs.com | 215 | 0.0% |
Sun Microsystems, Inc. | 213 | 0.0% |
Net-Temps, Inc. | 164 | 0.0% |
MinnesotaJobList.com | 151 | 0.0% |
Total | 474,241 | 100.0% |
Source: Nielsen Online, AdRelevance | ||
Top Ad Sizes | |||
| Dimensions | Impressions (000) | Share of all Impressions |
Micro Bar | (88x31) | 199,173 | 42.0% |
Leaderboard | (728x90) | 104,131 | 22.0% |
Non-Standard Dimension |
| 78,660 | 16.6% |
Wide Skyscraper | (160x600) | 41,529 | 8.8% |
Medium Rectangle | (300x250) | 23,589 | 5.0% |
Half Banner | (234x60) | 8,567 | 1.8% |
Button #1 | (120x90) | 4,764 | 1.0% |
Button #2 | (120x60) | 4,641 | 1.0% |
Full Banner | (468x60) | 3,194 | 0.7% |
Rectangle | (180x150) | 3,054 | 0.6% |
Skyscraper | (120x600) | 988 | 0.2% |
Square Button | (125x125) | 764 | 0.2% |
Vertical Banner | (120x240) | 679 | 0.1% |
Square | (250x250) | 505 | 0.1% |
Large Rectangle | (336x280) | 6 | 0.0% |
Total |
| 474,244 | 100.0% |
Source: Nielsen Online, AdRelevance | |||
Ad Delivery Types | ||
| Impressions (000) | Share of all Impressions |
In-Page | 474,156 | 100.0% |
Transitional | 58 | 0.0% |
Pop-Under | 25 | 0.0% |
Pop-Up | 4 | 0.0% |
Total | 474,243 | 100.0% |
Source: Nielsen Online, AdRelevance | ||
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
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.