Food Brands Rank at the Top of Consumer Packaged Goods Web Sites
CPG Brand Sites Drew More than 66 Million Visitors in Q3 2007
Brand Sites Engage Users with Promotions and Interactive Tools that Appeal to Consumers’ Lifestyles
RESTON, VA, December 11, 2007 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released the results of a study of the top consumer packaged goods brand sites. During the third quarter of 2007, CPG brand sites attracted a total of 66.4 million U.S. visitors, an increase of 10 percent versus the same period last year. All of the top ten positions were taken by food or beverage brands. The average visitor made 3.9 visits to sites within the CPG category, viewing 10.5 pages per visit, and spending an average of 9 minutes per site visit.
KraftFoods.com led the category with 10.5 million visitors (up 8 percent versus last year), followed by MyCokeRewards.com with 8.6 million visitors (up from only 66,000 visitors a year ago), and Millsberry.com, an interactive kids site from General Mills, with 5 million visitors (up 11 percent).
Top 10 Consumer Packaged Goods Sites Based on Q3 2007 Visitors
Q3 2007 vs. Q3 2006
Total U.S. – Home/Work/University Locations
Source: comScore, Inc.
|Property||Avg. Quarterly Unique Visitors (000)|
|Q3 2006||Q3 2007||Percent Change|
|Total Internet Audience||173,428||181,858||5%|
Several other players have also gained traction in the category during the past year. Several candy sites have attracted substantial numbers of visitors, including Wrigley’s Candystand.com (up 1 percent to nearly 3.8 million visitors), MyMMs.com (up 79 percent to 2.3 million visitors), and Hersheys.com (up 12 percent to 2.1 million visitors).
UncleBens.com, which increased from 191,000 visitors a year ago to 3.6 million visitors this year, utilized targeted banner ads on Oprah.com and FoodNetwork.com that resulted in nearly 2 million visits to UncleBens.com. Pampers.com, which ranked as the 12th most visited site in the CPG category, attracted 1.7 million visitors with its interactive site focused on baby development and parenting advice.
“To date, most CPG marketers have been reluctant to move a significant portion of their marketing budgets online because the Internet is not a primary sales channel for their products,” said Carolina Petrini, senior vice president of consumer packaged goods solutions at comScore. “However many brands have found success by attracting a wide audience online through effective promotions and site activities that appeal to consumers’ lifestyles. Savvy brand marketers are beginning to understand the importance of the online channel as a means of engaging consumers, which will ultimately lead to offline sales.”
comScore, Inc. is a global leader in measuring the digital world. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by more than 800 clients, including global leaders such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestlé, MBNA, Starcom USA, Universal McCann, the United States Postal Service, Merck and Expedia. For more information, please visit www.comscore.com.
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