As a corollary to yesterday's Research Brief regarding the effectiveness of advertising on viewers of news channels vs. all media viewers, here are some demographics of news viewers as well as key
advertisers and their ad types in October and November.
Top 10 Online Current
Events and Global News Destinations Week ending November 16, 2008 US, Home and Work |
advertisement advertisement Brand or
Channel | Unique Audience (000) | Active Reach (%) |
Yahoo! News | 19,060 | 13.41 |
MSNBC Digital Network | 18,713 | 13.17 |
CNN Digital Network | 18,034 | 12.69 |
AOL News | 11,135 | 7.84 |
NYTimes.com | 9,193 | 6.47 |
Tribune Newspapers | 7,022 | 4.94 |
Fox News Digital Network | 6,461 | 4.55 |
Google News | 5,632 | 3.96 |
ABCNEWS Digital Network | 5,334 | 3.75 |
Gannett Newspapers and Newspaper Division | 5,060 | 3.56 |
Source: Nielsen Online, NetView, November 2008 |
Demographic Data for Current Events and Global News CategoryMonth of October 2008 US, Home and Work |
Category | Target | Unique Audience
(000) | Audience Composition (%) |
Total | | 101,045 | 100.00 |
Male | | 49,680 | 49.17 |
Female | | 51,365 | 50.83 |
Age | 2 - 11 | 3,686 | 3.65 |
| 12 - 17 | 7,363 | 7.29 |
| 18 - 24 | 4,182 | 4.14 |
| 25 - 34 | 12,240 | 12.11 |
| 35 - 49 | 33,049 | 32.71 |
| 45+ | 52,467 | 51.92 |
| 55+ | 26,806 | 26.53 |
| 65+ | 11,414 | 11.30 |
HH Income | $ 0 -
24999 | 5,817 | 5.76 |
| $ 25000 - 49999 | 20,733 | 20.52 |
| $ 50000 - 74999 | 26,011 | 25.74 |
| $ 75000 - 99999 | 19,270 | 19.07 |
| $ 100000 -
149999 | 17,164 | 16.99 |
| $ 150000+ | 9,418 | 9.32 |
| No Response | 2,632 | 2.61 |
Source: Nielsen Online, NetView, November 2008 |
Data on
Web Media Industry, World & Local News Segment Week ending November 16, 2008 US, Home and Work
Top 20
Advertisers |
Company | Impressions (000) | Share of all Impressions |
Landmark Communications Inc. | 14,729 | 41.2% |
Yahoo! Inc. | 2,602 | 7.3% |
Personal Liberty Digest | 2,110 | 5.9% |
The New York Times Company | 1,832 | 5.1% |
TrafficLand Inc. | 1,688 | 4.7% |
General Electric Company | 1,688 | 4.7% |
MSNBC | 1,374 | 3.8% |
Belo Corp. | 814 | 2.3% |
Gannett Co. Inc. | 757 | 2.1% |
G2 Bulletin | 670 | 1.9% |
PRWeb | 644 | 1.8% |
Journal Communications
Inc. | 604 | 1.7% |
Digg Inc. | 600 | 1.7% |
The Washington Post Company | 547 | 1.5% |
Time Warner Inc. | 473 | 1.3% |
Reuters Group Plc | 401 | 1.1% |
BillingsGazette.com | 296 | 0.8% |
World.com Media | 296 | 0.8% |
KeyeTV.com | 262 | 0.7% |
Berkshire Hathaway Inc. | 257 | 0.7% |
Total | 35,718 | 100.0% |
Source: Nielsen Online, AdRelevance, November 2008 |
Top Ad Sizes |
| Dimensions | Impressions (000) | Share of all
Impressions |
Non-Standard Dimension | | 18,678 | 52.3% |
Medium Rectangle | (300x250) | 7,561 | 21.2% |
Leaderboard | (728x90) | 4,450 | 12.5% |
Wide
Skyscraper | (160x600) | 1,372 | 3.8% |
Half Banner | (234x60) | 1,118 | 3.1% |
Button #2 | (120x60) | 636 | 1.8% |
Vertical Banner | (120x240) | 502 | 1.4% |
Micro Bar | (88x31) | 364 | 1.0% |
Button #1 | (120x90) | 288 | 0.8% |
Rectangle | (180x150) | 166 | 0.5% |
Square Button | (125x125) | 157 | 0.4% |
Vertical Rectangle | (240x400) | 146 | 0.4% |
Skyscraper | (120x600) | 105 | 0.3% |
Full Banner | (468x60) | 92 | 0.3% |
Large Rectangle | (336x280) | 82 | 0.2% |
Square | (250x250) | 2 | 0.0% |
Total | | 35,719 | 100.0% |
Source: Nielsen Online, AdRelevance, November 2008 |
Ad Delivery Types |
Ad Delivery | Impressions (000) | Share of all Impressions |
In-Page | 35,716 | 100.0% |
Transitional | 3 | 0.0% |
Total | 35,719 | 100.0% |
Source: Nielsen Online, AdRelevance, November
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.