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comScore Audience Metrix Releases Top 50 Web Rankings for November

Retail Sites See Surge in Traffic as Holiday Season Kicks Off

Black Friday Ad Site Ranks as Top-Gaining Property for the Month

RESTON, VA, December 19, 2007 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released its monthly analysis of U.S. consumer activity at top online properties for November 2007 from its comScore Audience Metrix service. The official beginning of the holiday shopping season resulted in retail sites dominating the top gaining site and category rankings.

“With November marking the start of the holiday shopping season, online retailers, comparison shopping engines, and discount sites experienced a flood of visitors,” said Jack Flanagan, executive vice president of comScore Audience Metrix. “With the sub-prime meltdown and high gas prices having an impact on retail spending, consumers are doing their research and searching for the best deals online.”

Toy Category Posts Strong Growth Despite Recall Worries

Despite recent toy safety concerns, the toy category surged 32 percent to 31.1 million visitors in November, making it the top-gaining category for the month. Toysrus Sites led the category with 16.2 million visitors (87 percent), followed by KB Toys with 4 million visitors (up 119 percent) and Barbie with 3.6 million visitors (up 8 percent).

Coupon Sites Surge, Propelled by Black Friday and Cyber Monday

With many consumers looking for hot holiday deals this season, the coupons category climbed 27 percent to 25.8 million visitors. Sites offering Black Friday promotions proved particularly popular, with both BlackFriday.info and BFads.net jumping more than 1,000 percent to 3.3 million visitors and 5 million visitors, respectively. Cyber Monday promotions were also a hit this year, as CyberMonday.com shot up nearly 3,000 percent to 809,000 visitors.

Target and Wal-Mart Lead Department Store Sites in November

As multi-channel retailers continue to develop their online strategies, increasing numbers of consumers are frequenting department store sites. Target Corporation led the category with nearly 42 million visitors (up 35 percent), followed by Walmart.com with nearly 40 million visitors (up 54 percent) and JCPenney Sites with 18 million visitors (up 37 percent). Traffic increases were also experienced by Sears.com (up 66 percent to 15.4 million visitors), Kohl’s Corporation (up 58 percent to 12 million visitors) and Kmart.com (up 83 percent to 9.3 million visitors).

Top 50 Properties

November saw Yahoo! Sites maintain the top position with 136 million visitors, while Microsoft Sites inched past Time Warner Network to capture the third spot with 119.2 million visitors. Wal-Mart moved up seven spots to number 13 with 42.5 million visitors and Target Corporation grabbed the 14th spot with nearly 42 million visitors. Circuit City Stores, Inc. and JCPenney Sites both entered the ranking this month in positions 43 and 45, respectively, after receiving a boost from online holiday shopping. Superpages.com Network jumped 16 spots to place 24th in the ranking.

Top 50 Ad Focus Ranking

Advertising.com remained atop the Ad Focus ranking in November, reaching 86 percent of Americans online. The newly created Yahoo! Advertising Network entered the ranking at position two, reaching 85 percent of the online population. Blue Lithium moved up three positions to capture the fourth spot, reaching 74 percent, while the Nabbr Network, Vizi Media and the Superpages.com Network all entered the ranking this month at positions 44, 46 and 48, respectively.

TABLE 1

comScore Top 10 Gaining Properties by Percentage Change in Unique Visitors* (U.S.)
November 2007 vs. October 2007
Total U.S. Home, Work and University Internet Users
Source: comScore Audience Metrix
  Total Unique Visitors (000)
Oct-07 Nov-07 % Change Rank by Unique Visitors
Total Internet : Total Audience 182,206 182,362 0 N/A
BFads.net 429 4,910 1,045 209
Source Interlink Companies 653 6,245 856 165
Northpole.com 1,826 9,216 405 108
OfficeMax 2,082 5,687 173 183
AreaConnect.com 1,707 4,650 172 222
Toysrus Sites 8,673 16,244 87 54
RegistryDefender.com 3,523 6,193 76 167
Circuit City Stores, Inc. 10,754 18,268 70 43
Overstock.com 10,354 17,478 69 47
Best Buy Sites 15,309 24,807 62 27

*Ranking based on the top 250 properties in November 2007

TABLE 2

comScore Top 10 Gaining Categories by Percentage Change in Unique Visitors (U.S.)
November 2007 vs. October 2007
Total U.S. Home, Work and University Internet Users
Source: comScore Audience Metrix

Total Unique Visitors (000)
Oct-07 Nov-07 % Change
Total Internet : Total Audience 182,206 182,362 0
Toys 23,618 31,076 32
Coupons 20,341 25,777 27
Department Stores 62,759 77,638 24
Consumer Goods 23,558 29,100 24
Jewelry/Luxury Goods/Accessories 16,462 19,688 20
Retail - Sports/Outdoor 27,045 32,244 19
Consumer Electronics 50,131 59,353 18
e-cards 33,829 39,725 17
Retail - Mall 30,806 35,346 15
Retail - Movies 23,643 27,083 15

TABLE 3

comScore Top 50 Properties (U.S.)
November 2007
Total U.S. - Home, Work and University Locations
Unique Visitors (000)
Source: comScore Audience Metrix
Rank Property

Unique Visitors

(000)

 Rank Property

Unique Visitors

(000)
  Total Internet : Total Audience 182,362        
1 Yahoo! Sites 136,180   26 Shopzilla.com Sites 25,023
2 Google Sites 131,538   27 Best Buy Sites 24,807
3 Microsoft Sites 119,194   28 Craigslist.org 24,427
4 Time Warner Network 119,084   29 Yellowpages.com Network 24,221
5 Fox Interactive Media 81,325   30 Disney Online 23,822
6 eBay 80,510   31 Sears Sites 23,522
7 Amazon Sites 59,058   32 Monster Worldwide 23,390
8 Wikipedia Sites 55,157   33 Bank of America 23,354
9 Ask Network 51,636   34 Gannett Sites 22,272
10 New York Times Digital 47,997   35 ESPN 22,186
11 Apple Inc. 43,775   36 Expedia Inc 21,796
12 Viacom Digital 42,796   37 E.W. Scripps 21,045
13 Wal-Mart 42,462   38 Real.com Network 20,242
14 Target Corporation 41,933   39 Photobucket.com LLC 19,628
15 CNET Networks 35,731   40 United Online, Inc 19,305
16 Weather Channel, The 34,124   41 WebMD Health 18,346
17 Facebook.com 33,660   42 Lycos Sites 18,335
18 Adobe Sites 31,848   43 Circuit City Stores, Inc. 18,268
19 AT&T, Inc. 29,843   44 The Mozilla Organization 17,981
20 Verizon Communications Corporation 29,072   45 JCPenney Sites 17,976
21 CBS Corporation 28,714   46 ARTISTdirect Network 17,743
22 Gorilla Nation 26,556   47 Overstock.com 17,478
23 Comcast Corporation 26,479   48 NFL Internet Group 17,397
24 Superpages.com Network 25,603   49 Hearst Corporation 17,122
25 Glam Media 25,394   50 CareerBuilder LLC 17,021

 

TABLE 4

comScore Ad Focus Ranking (U.S.)
November 2007
Total U.S. - Home, Work and University Locations
Unique Visitors (000)
Source: comScore Audience Metrix
Rank Property Unique Visitors (000) Reach %   Rank Property Unique Visitors (000) Reach %
  Total Internet : Total Audience 182,362 100%          
1 Advertising.com** 156,692 86%   26 Vibrant Media** 72,273 40%
2 Yahoo! Advertising Network** 155,430 85%   27 eBay.com 69,272 38%
3 Google Ad Network** 139,496 76%   28 MySpace.com 68,746 38%
4 Blue Lithium** 134,754 74%   29 Gorilla Nation Media 66,605 37%
5 Yahoo! 134,277 74%   30 CPX Interactive** 66,319 36%
6 ValueClick Networks** 133,430 73%   31 Undertone Networks** 60,564 33%
7 Tribal Fusion** 131,898 72%   32 MSN.COM Home Page 58,678 32%
8 Specific Media** 131,088 72%   33 PrecisionClick** 56,093 31%
9 Google 123,992 68%   34 YouTube.com 53,521 29%
10 Casale Media Network** 115,172 63%   35 AdDynamix.com** 51,882 28%
11 AOL Media Network 107,573 59%   36 Ask Network 51,636 28%
12 DRIVEpm** 105,266 58%   37 Amazon.com 49,775 27%
13 MSN-Windows Live 103,586 57%   38 Business.com Network 46,148 25%
14 Traffic Marketplace** 96,608 53%   39 Mapquest 45,592 25%
15 Yahoo.com Home Page 95,012 52%   40 Kontera** 44,164 24%
16 interCLICK** 93,829 51%   41 eBay.com Home Page 43,123 24%
17 24/7 Real Media** 90,690 50%   42 Walmart.com 39,902 22%
18 Tremor Media 90,684 50%   43 About.com 39,873 22%
19 AOL 88,826 49%   44 The Nabbr Network 35,917 20%
20 adconion media group** 84,206 46%   45 Facebook.com 33,660 18%
21 Collective Media** 82,955 45%   46 Vizi Media** 27,556 15%
22 Burst Media** 81,368 45%   47 Real Cities Network 26,486 15%
23 AdBrite** 79,907 44%   48 Superpages.com Network 25,603 14%
24 Centro 78,592 43%   49 CNN 25,581 14%
25 ADSDAQ by ContextWeb** 73,863 41%   50 Weather.com 25,176 14%

Reach % denotes the percentage of the total Internet population that viewed a particular entity at least once in November. For instance, Yahoo! was seen by 74 percent of the more than 182 million Internet users in November.* Entity has assigned some portion of traffic to other syndicated entities.
** Denotes an advertising network.

About comScore Audience Metrix

comScore Audience Metrix 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 Audience Metrix reports are used by financial analysts, advertising agencies, publishers and marketers. comScore Audience 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 800 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:
Sarah Radwanick
Manager Marketing Communications
comScore, Inc.
+1 206 268 6310
press@comscore.com



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