Press Releases

April 26, 2007

Shifts in Ad Focus Rankings in March Provide Interesting Precursor to the Google-Doubleclick Merger

comScore Media Metrix Releases March Top 50 Web Rankings and Analysis;

Social Networking Sites Experience Interesting Gains in March; Spring Brings Americans to Home Improvement, Real Estate and Automotive Sites

RESTON, VA, April 26, 2007 – comScore Media Metrix today released its monthly analysis of U.S. consumer activity at top online properties and categories for March 2007. Among the significant changes seen during the month was a shift at the top of the Ad Focus ranking (seen in Table 4 below), with Yahoo! jumping one spot to claim the number two position, as Advertising.com remained in the lead. Unique to comScore, the Ad Focus ranking lists the top ad-focused sites and networks in order of audience size.

“Shifts at the top of our Ad Focus ranking come at an interesting time with Google’s recent announcement that it would be acquiring Doubleclick,” said Jack Flanagan, executive vice president of comScore Media Metrix. “As advertising networks cont inue to compete for online ad dollars, there is sure to be increased attention on which ones are reaching the widest audience.”

Other March highlights include increased traffic to home improvement, real estate, and automotive resource sites, as well as Major League Baseball’s official site, MLB.com, which saw an increase of 47 percent versus February to 8.2 million visitors. Those looking to both make and save money in March flocked to lotto and coupon sites, and Coca-Cola’s “My Coke Rewards” promotion spurred a 40-percent increase to the Coca-Cola Company property, which saw nearly 5 million visitors in March. Finally, several key players in the social networking space experienced gains in March, as did teen community sites, including several featuring prom-related content.

Key Social Networking and Video Sites Post Gains

One of the top-gaining social networking sites in March was Facebook.com, which surged 25 percent —and eight spots in the Top 50 ranking — to nearly 21 million visitors. Other notable gainers in the social networking/ video-sharing space included Xanga.com, which grew 60 percent versus February to 6 million visitors, and Reunion.com, which grew 30 percent to 7.9 million visitors. Heavy Networks was the month’s top gaining property, up 100 percent to 6.8 million visitors, driven in large part by a popular video spoof featuring Pamela Anderson as a cartoon superhero, while traffic to video site Metacafe surged 40 percent to 5.6 million visitors

Prom Season Makes an Impact in Traffic to Teen Sites

Prom season had an impact on Community-Teen sites, which represented the fastest-gaining category in March, jumping 25 percent versus the previous month. Promspot.com increased 520 percent to 174,000 visitors, while Promadvice.com increased 168 percent to 117,000 visitors. Other leaders in the category included Lycos Angelfire with 7.1 million visitors (up 2 percent), Alloy with 5.6 million visitors (up 9 percent), and Neopets.com with 4.3 million visitors (up 15 percent).

Home Improvement, Real Estate and Automotive Sites Also Gain in March

The beginning of spring had Americans pondering major lifestyle improvements and purchases. Real estate sites experienced a 13-percent overall increase in March, led by Move Network with 9.3 million visitors (up 21 percent), MSN Real Estate with 4.1 million visitors (up 92 percent), and Homegain.com with 3.8 million visitors (up 15 percent). Americans were also focused on home improvement, as evidenced by the 9-percent gain to the Hobbies/Lifestyle - Home category, led by The Home Depot Inc. with 9.9 million visitors (up 5 percent), Move Network with 9.3 million visitors (up 21 percent) and Lowes.com with 7.7 million visitors (up 11 percent). In addition, Meredith Corporation was a top gainer this month (up 33 percent to 6.6 million visitors), driven largely by increases in traffic to the Better Homes and Gardens site, BHG.com.

Automotive resource sites also caught the attention of Americans in March. eBay Motors U.S. led the category with 15.3 million visitors (up 21 percent), followed by AutoTrader with 6.3 million visitors (up 4 percent) and KBB.com (Kelley Blue Book) with 6 million visitors (up 7 percent).

Win Some, Save Some

With the April tax filing deadline looming and Americans looking for ways to fatten their pockets, traffic to both Lotto/Sweepstakes and Coupon sites increased in March. The Web site for Publishers Clearing House, PCH.com, led the Lotto/Sweepstakes category with 6.8 million visitors, followed by ePrize.net with 4.4 million visitors (up 20 percent) and PrizeAmerica.com with 2.7 million visitors (up 166 percent). State lottery sites garnering the most visitation for the month were CALottery.com with 2.2 million visitors (up 22 percent), NYLottery.org with 1.6 million visitors, MegaMillions.com with 1.5 million visitors (up 104 percent), Powerball.com with 1.4 million visitors (up 71 percent), and FLALottery.com with 1.3 million visitors (up 3 percent).

Similarly, coupon sites achieved substantial gains in March, as the category grew 10 percent. CoolSavings.com led the category with 6.2 million visitors (up 20 percent), followed by Eversave.com with 5.9 million visitors (up 20 percent) and Coupons.com with 3.5 million visitors (up 31 percent).

Top 50 Properties

In the March Top 50 Properties Ranking, Yahoo! Sites remained at number one, while Microsoft Sites gained one spot, capturing the number three position. Wikipedia Sites also moved up a spot to number eight with more than 47 million unique visitors in March. Beyond the top ten, Idearc Media enjoyed a 43-percent increase in claiming the number 27 spot. Other top movers included Facebook.com, which gained eight spots to number 28, and ESPN, jumped 12 positions to number 33 with 19 million visitors, attracting heavy interest with its NCAA tournament coverage.

Top 50 Ad Focus

Within the Ad Focus Ranking, March saw Advertising.com reach 86 percent of the U.S. online population, while Yahoo! inched up a spot to claim the number two position. Nickelodeon Kids & Family and Yellowpages.com Network both moved into the ranking in March, reaching 12 percent and 10 percent of the U.S. online population, respectively. Finally, CPX Interactive jumped eleven positions to number 18 in the ranking, reaching more than 76 million Americans.

 

TABLE 1

Top 10 Gaining Properties by Percentage Change in Unique Visitors*
March 2007 vs. February 2007
Total U.S. Home, Work and University Internet Users
Source: comScore Media Metrix
Property Feb-07 (000) Mar-07 (000) Percentage Change Rank by Unique Visitors
Total Internet Population 175,653 177,372 1% N/A
Heavy Networks 3,391 6,766 100 136
XANGA.COM 3,754 6,021 60 158
MLB.COM* 5,581 8,203 47 106
Idearc Media 15,236 21,727 43 27
Metacafe 4,009 5,626 40 171
Coca-Cola Company 3,543 4,953 40 189
CITY-DATA.COM 2,714 3,716 37 248
Meredith Corporation 4,934 6,555 33 142
NetShelter Branded Network (NSBN) 3,973 5,232 32 181
REUNION.COM 6,083 7,891 30 115

*Ranking based on the top 250 properties in March 2007.

 

TABLE 2

Top 10 Gaining Categories by Unique Visitors
March 2007 vs. February 2007
Total U.S. Home, Work and University Internet Users
Source: comScore Media Metrix
  Feb-07 (000) Mar-07 (000) Percentage Change
Total Internet : Total Audience 175,653 177,372 1%
Teens 22,912 28,741 25%
Genealogy 8,529 10,178 19%
Health Care 19,809 22,354 13%
Real Estate 36,930 41,653 13%
Lotto/Sweepstakes 26,349 29,349 11%
Coupons 19,205 21,212 10%
Car Rental 5,377 5,937 10%
Resources 40,646 44,576 10%
Home 36,647 39,928 9%
Mall 27,356 29,640 8%

TABLE 3

Top 50 Properties
March 2007
Total U.S. – Home, Work and University Locations
Unique Visitors (000)
Source: comScore Media Metrix
Rank Property Unique Visitors (000)   Rank Property Unique Visitors (000)
  Total Internet Users 177,372        
1 Yahoo! Sites 131,227   26 Bank of America 21,848
2 Time Warner Network 123,321   27 Idearc Media 21,727
3 Microsoft Sites 118,716   28 FACEBOOK.COM 20,896
4 Google Sites 118,492   29 CareerBuilder LLC 20,823
5 eBay 80,154   30 Gannett Sites 20,724
6 Fox Interactive Media 80,098   31 Disney Online 20,183
7 Amazon Sites 49,980   32 Travelport 19,925
8 Wikipedia Sites 47,011   33 ESPN 19,199
9 Ask Network 46,346   34 Real.com Network 18,988
10 New York Times Digital 41,464   35 Comcast Corporation 18,342
11 Viacom Digital 39,724   36 Yellowpages.com Network 18,122
12 Apple Computer, Inc. 37,736   37 Photobucket.com LLC 17,978
13 Weather Channel, The 36,189   38 WebMD Health 17,801
14 CNET Networks 30,984   39 CRAIGSLIST.ORG 17,793
15 Gorilla Nation 28,852   40 Shopzilla.com Sites 17,532
16 AT&T, Inc. 27,349   41 WhitePages 17,212
17 Expedia Inc 27,039   42 E.W. Scripps 16,343
18 Adobe Sites 26,842   43 Cox Enterprises Inc. 16,187
19 CBS Corporation 26,815   44 NBC Universal 15,902
20 Wal-Mart 25,679   45 Ticketmaster 15,810
21 Target Corporation 25,123   46 iVillage.com: The Womens Network 15,536
22 United Online, Inc 24,277   47 Weatherbug Property 15,474
23 Monster Worldwide 23,515   48 Citysearch 15,000
24 Verizon Communications Corporation 23,251   49 USPS.COM 14,993
25 Lycos, Inc. 22,387   50 ARTISTdirect Network 14,677

 

TABLE 4

Ad Focus Ranking
March 2007
Total U.S. - Home, Work and University Locations
Unique Visitors (000)
Source: comScore Media Metrix
Rank Property Unique Visitors (000) Reach %   Rank Property Unique Visitors (000) Reach %
  Total Internet Users 177,372 100%          
1 Advertising.com** 153,345 86%   26 ContextWeb** 54,415 31%
2 Yahoo! 129,557 73%   27 MSN.COM Home Page 49,899 28%
3 ValueClick** 129,229 73%   28 EBAY.COM Home Page 46,409 26%
4 Casale Media Network** 117,621 66%   29 Ask Network 46,346 26%
5 Tribal Fusion** 116,027 65%   30 Vibrant Media** 44,823 25%
6 AOL Media Network 114,160 64%   31 Business.com Network 41,513 23%
7 Google 111,677 63%   32 YOUTUBE.COM 36,494 21%
8 Vendare NetBlue - TrafficMarketplace** 109,187 62%   33 ABOUT.COM 36,040 20%
9 Blue Lithium** 108,259 61%   34 Interclick** 35,521 20%
10 MSN-Windows Live 100,382 57%   35 WEATHER.COM 25,851 15%
11 Specific Media** 97,537 55%   36 Undertone Networks** 23,501 13%
12 AOL 93,427 53%   37 CNN 22,482 13%
13 DRIVEpm** 90,271 51%   38 Nickelodeon Kids & Family 22,125 12%
14 24/7 Real Media** 89,745 51%   39 Lycos Network 22,041 12%
15 YAHOO.COM Home Page 87,379 49%   40 SuperPages.com Network 21,702 12%
16 EuroClick** 86,506 49%   41 CareerBuilder Network 21,601 12%
17 Tremor Media 76,709 43%   42 FACEBOOK.COM 20,896 12%
18 CPX Interactive** 76,581 43%   43 The WebMD Health Network 20,429 12%
19 Burst Media** 72,191 41%   44 Disney Online 20,183 11%
20 EBAY.COM 71,263 40%   45 IMDB.COM 19,594 11%
21 PrecisionClick** 68,578 39%   46 EXPEDIA.COM* 19,326 11%
22 MYSPACE.COM 66,298 37%   47 ESPN 19,199 11%
23 AdBrite** 66,050 37%   48 Yellowpages.com Network 18,122 10%
24 AdDynamix.com** 60,971 34%   49 PHOTOBUCKET.COM 17,282 10%
25 Gorilla Nation Media 60,813 34%   50 WhitePages Network 17,146 10%

Reach % denotes the percentage of the total Internet population that viewed a particular entity at least once in March. For instance, Yahoo! was seen by 73 percent of the more than 177 million Internet users in March.
* Entity has assigned some portion of traffic to other syndicated entities.
** Denotes an advertising network.

About comScore Media Metrix
comScore Media Metrix, a division of comScore, Inc., provides industry-leading Internet audience measurement services that report details of online media usage, visitor demographics and online buying power for the home, work and university audiences across local U.S. markets and across the globe. comScore Media Metrix reports are used by financial analysts, advertising agencies, publishers and marketers. comScore Media Metrix syndicated ratings are based on industry-sanctioned sampling methodologies.

About comScore
comScore, Inc. (NASDAQ: SCOR) 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 analysts 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 700 clients, including global leaders such as AOL, Microsoft, Yahoo!, BBC, Carat, Cyworld, Deutsche Bank, France Telecom, Best Buy, The Newspaper Association of America, Financial Times, ESPN, Fox Sports, Nestlé, Starcom, Universal McCann, the United States Postal Service, Verizon, ViaMichelin, Merck and Expedia. For more information, please visit www.comscore.com.

Contact:
Andrew Lipsman
comScore, Inc.
+1 312 775 6510
press@comscore.com



 

Tags: Rankings, Real estate, Social, , Yahoo