Press Releases

May 13, 2010

Americans Received 1 Trillion Display Ads in Q1 2010 as Online Advertising Market Rebounds from 2009 Recession

Facebook Was Top Display Ad Publisher in Q1, AT&T Ranked as Top Advertiser

RESTON, VA, May 13, 2010 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released an overview of the U.S. online display advertising market for Q1 2010, which showed strong gains following softness for much of 2009. Data from comScore’s Ad Metrix services shows that U.S. Internet users received a record 1.1 trillion display ads during the first quarter, marking a 15-percent increase versus year ago. Total U.S. display ad spending in Q1 reached an estimated $2.7 billion, with the average cost per thousand impressions (CPM) equal to $2.48.

U.S. Online Display* Advertising Market Overview
Q1 2010 vs. Q1 2009
Total U.S. – Home/Work/University Locations
Source: comScore Ad Metrix
  Q1 2009 Q1 2010 Percent Change
Total Display Ad Impressions (MM) 944,446 1,089,732 15%

*Display ads include static and rich media ads; excludes video ads, house ads and very small ads (< 2,500 pixels in dimension)

“Following a severe ad recession that began in late 2008 and continued through the first three quarters of 2009, we’ve been seeing a strong resurgence in the online display ad market,” said Jeff Hackett, comScore senior vice president. “The first quarter of 2010 posted strong volume in online display ads, coinciding with increasing expenditure from advertisers and higher CPMs for publishers. This pickup in activity should bode well for the online advertising industry as we move forward in 2010.”

Facebook Ranks as Top Display Ad Publisher in Q1 2010

Popular social networking site Facebook.com led all online publishers during Q1 with 176 billion display ad impressions, representing 16.2 percent market share. Yahoo! Sites ranked second with 132 billion impressions (12.1 percent), followed by Microsoft Sites with 60 billion impressions (5.5 percent) and Fox Interactive Media with 53 billion impressions (4.9 percent).

Top 10 U.S. Online Display Ad* Publishers
Q1 2010
Total U.S. – Home/Work/University Locations
Source: comScore Ad Metrix
Total Display Ad Impressions (MM) Share of Display Ad Impressions
Total Internet 1,089,732 100.0%
Facebook.com 176,307 16.2%
Yahoo! Sites 131,555 12.1%
Microsoft Sites 60,187 5.5%
Fox Interactive Media 53,823 4.9%
AOL LLC 32,100 2.9%
Google Sites 25,852 2.4%
Turner Network 15,685 1.4%
Glam Media 7,819 0.7%
eBay 7,483 0.7%
Tagged.com 6,804 0.6%

*Display ads include static and rich media ads; excludes video ads, house ads and very small ads (< 2,500 pixels in dimension)

AT&T Ranks as Top Display Advertiser in Q1 2010

AT&T led competitor Verizon as the top online display advertiser in Q1 with 26.3 billion impressions, accounting for 2.4 percent of display ads. Verizon held the second position with 21.9 billion (2.0 percent), followed by Scottrade Inc. with 16.4 billion (1.5 percent) Experian Interactive with 15.6 billion (1.4 percent) and Sprint Nextel Corporation with 10.1 billion (0.9 percent).

Top 10 U.S. Online Display Advertisers
Q1 2010
Total U.S. – Home/Work/University Locations
Source: comScore Ad Metrix
Total Display Ad Impressions (MM) Share of Display Ad Impressions
Total Internet 1,089,733 100.0%
AT&T Inc. 26,342 2.4%
Verizon Communications Inc. 21,897 2.0%
Scottrade, Inc. 16,406 1.5%
Experian Interactive 15,638 1.4%
Sprint Nextel Corporation 10,113 0.9%
Netflix, Inc. 9,347 0.9%
eBay Inc. 9,319 0.9%
Intuit Inc. 8,719 0.8%
Privacy Matters 1-2-3 8,579 0.8%
IAC - InterActiveCorp 8,202 0.8%

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

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