Comscore MMX Releases April Top 50 Web Rankings and Analysis

Sports Fever and Pet Food Recall Spur Traffic Increases in April

RESTON, VA, May 11, 2007 – Comscore MMX today released its monthly analysis of U.S. consumer activity at top online properties and categories for April 2007. The month saw Internet users researching information about the pet food recall on the FDA and other related web sites, as well as heightened interest in Major League Baseball, the NFL and the NBA. Traffic to gay/lesbian and women’s community sites also saw significant increases in April, as did online personals. In addition, traffic to flowers, gifts & greetings sites jumped as consumers prepared for Mother’s Day and graduation.

“Events like the pet food recall, which affected millions across the nation, demonstrate how powerful a medium the Web has become for disseminating important information,” said Jack Flanagan, executive vice president of Comscore MMX. “Ten years ago, an event such as this could have been even more problematic if the millions of potentially affected consumers were not able to quickly and easily access information vital to their pets’ safety and well-being.”

Pet Food Recall Causes a Stir Online

As the top-gaining property in April, FDA.gov saw traffic surge 72 percent to 4.6 million visitors as numerous consumers sought information on the pet food recall. The Nestlé property also experienced significant gains in April, up 34 percent to 4.7 million visitors, driven largely by traffic to the Purina Web site.

Sports Fans Flock to Web in April

Several major events in the sports world caused traffic to spike at the major U.S. sports leagues’ official sites. The beginning of baseball season caused traffic to MLB.com to increase 57 percent to 12.8 million visitors in April, just one month after the beginning of spring training saw visitation rise 47 percent. Meanwhile, rabid football fans swarmed to NFL Internet Group sites for coverage of the 2007 NFL Draft, sending traffic up 38 percent to 8.8 million visitors. Finally, the NBA Internet Network experienced a 22-percent gain to 5.3 million visitors as the NBA playoffs kicked off in April.

Community Sites and Online Personals Gain Ground in April

With a 24-percent increase versus March, the gay/lesbian community sites ranked as the top-gaining category overall for the month, led by Planetout.com with 767,000 visitors (up 17 percent), Adam4Adam.com with 348,000 visitors, and BigMuscle.com with 238,000 visitors (up 92 percent). Women’s sites enjoyed a 7-percent increase in April, led by iVillage.com: The Women’s Network with 17 million visitors (up 9 percent), Glam Media with 12.2 million visitors (up 22 percent), and Everyday Health with 7.7 million visitors (up 3 percent).

Personals sites also gained in April (up 5 percent versus March), led by True.com with 4.9 million visitors (up 10 percent), Yahoo! Personals with 4.8 million visitors (up 14 percent), and Singlesnet.com with 3.9 million visitors (up 23 percent).

Americans Get a Jump Start in Remembering Mom and Grads in April

E-cards and flowers, gifts & greetings sites also saw significant increases in April, as Americans prepared for Mother’s Day and graduation. Leading the way in both categories were AmericanGreetings Property with 9.4 million visitors (up 24 percent) and Hallmark—the fifth biggest gainer overall—with 7.8 million visitors (up 40 percent). Invitation site Evite.com was a top e-card site with 6 million visitors (up 3 percent), while 1-800 Flowers.com represented the top retail flower site with 1.9 million visitors (up 49 percent).

Top 50 Properties

April’s Top 50 Properties saw Yahoo! Sites and Time Warner Network claim the top two positions once again. Google Sites, Fox Interactive Media, and Wikipedia Sites all gained one spot within the top ten to positions three, five, and seven, respectively. ARTISTdirect Network moved up nine positions to number 41, attracting 15 percent more unique visitors than last month. Shopzilla Sites gained eight spots to grab the number 32 position in April, while Facebook enjoyed a 10-percent increase to claim the 22nd spot in the rankings.

Top 50 Ad Focus

In April, Advertising.com extended its reach to 88 percent of Americans online to claim the number one position for the 36th consecutive month. ValueClick, Tribal Fusion, and Blue Lithium each gained one position within the top ten as well. Real Cities Network entered the ranking at number 36, reaching 16 percent of the U.S. online population, while PrecisionClick and Interclick both enjoyed four-spot increases to positions 17 and 30, respectively

TABLE 1

Top 10 Gaining Properties by Percentage Change in Unique Visitors*
April 2007 vs. March 2007
Total U.S. Home, Work and University Internet Users
Source: Comscore MMX

Property

Mar-07 (000)

Apr-07 (000)

Percentage Change

Rank by Unique Visitors

Total Internet Population

175,653

178,079

0%

N/A

FDA.GOV

2,707

4,644

72

203

MLB.COM

8,203

12,843

57

61

Apple Inc.

27,317

38,789

42

13

Unister GmbH

3,918

5,483

40

171

Hallmark

5,575

7,778

40

118

NFL Internet Group

6,343

8,764

38

100

Lee Enterprises, Incorporated

4,162

5,743

38

165

Nestle

3,524

4,736

34

193

PIMP-MY-PROFILE.COM

3,262

4,369

34

213

Experian Interactive

10,858

13,960

29

54

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

TABLE 2

Top 10 Gaining Categories by Unique Visitors
April 2007 vs. March 2007
Total U.S. Home, Work and University Internet Users
Source: Comscore MMX

Mar-07 000)

Apr-07 (000)

Percentage Change

Total Internet : Total Audience

175,653

178,079

0%

Community - Gay/Lesbian

2,032

2,517

24

e-cards

29,656

34,268

16

Retail - Computer Hardware

53,799

61,497

14

Retail - Flowers/Gifts/Greetings

28,853

32,025

11

Downloads

90,211

97,919

9

Community - Women

54,169

58,155

7

Entertainment - News

36,280

38,909

7

Retail - Food

12,528

13,319

6

Job Search

15,097

15,925

5

Personals

22,378

23,555

5

TABLE 3

Top 50 Properties
April 2007
Total U.S. – Home, Work and University Locations
Unique Visitors (000)
Source: Comscore MMX

Rank

Property

Unique Visitors (000)

Rank

Property

Unique Visitors (000)

Total Internet Users

178,079

1

Yahoo! Sites

131,392

26

Verizon Communications Corporation

21,903

2

Time Warner Network

124,443

27

Bank of America

21,843

3

Google Sites

119,640

28

CareerBuilder LLC

20,750

4

Microsoft Sites

115,605

29

Gannett Sites

20,630

5

Fox Interactive Media

80,789

30

Idearc Media

19,970

6

eBay

79,167

31

Disney Online

19,626

7

Wikipedia Sites

49,632

32

Shopzilla.com Sites

19,040

8

Amazon Sites

48,914

33

Photobucket.com LLC

19,020

9

Ask Network

47,926

34

CRAIGSLIST.ORG

18,934

10

New York Times Digital

43,127

35

Real.com Network

18,795

11

Weather Channel, The

39,555

36

Travelport

18,507

12

Viacom Digital

39,514

37

Comcast Corporation

18,302

13

Apple Inc.

38,789

38

Yellowpages.com Network

17,750

14

CNET Networks

30,789

39

ESPN

17,689

15

Adobe Sites

29,477

40

iVillage.com: The Womens Network

16,979

16

Gorilla Nation

28,573

41

ARTISTdirect Network

16,910

17

Wal-Mart

28,362

42

WebMD Health

16,883

18

AT&T, Inc.

26,608

43

WhitePages

16,788

19

Target Corporation

25,064

44

Cox Enterprises Inc.

16,433

20

Expedia Inc

24,435

45

Weatherbug Property

16,394

21

United Online, Inc

23,548

46

Citysearch

15,934

22

FACEBOOK.COM

23,042

47

NBC Universal

15,277

23

Lycos Sites

22,584

48

USPS.COM

14,907

24

Monster Worldwide

22,062

49

JPMorgan Chase Property

14,848

25

CBS Corporation

21,952

50

Ticketmaster

14,768

TABLE 4

Ad Focus Ranking
April 2007
Total U.S. - Home, Work and University Locations
Unique Visitors (000)
Source: Comscore MMX

Rank

Property

Unique Visitors (000)

Reach %

Rank

Property

Unique Visitors (000)

Reach %

Total Internet Users

178,079

100%

1

Advertising.com**

156,037

88%

26

MSN.COM Home Page

50,559

28%

2

ValueClick**

132,000

74%

27

Vibrant Media**

50,410

28%

3

Yahoo!

129,617

73%

28

ContextWeb**

48,656

27%

4

Tribal Fusion**

116,051

65%

29

Ask Network

47,926

27%

5

Casale Media Network**

115,617

65%

30

Interclick**

46,678

26%

6

AOL Media Network

114,948

65%

31

EBAY.COM Home Page

46,078

26%

7

Google

113,555

64%

32

Business.com Network

38,992

22%

8

Blue Lithium**

111,195

62%

33

ABOUT.COM

37,621

21%

9

Vendare NetBlue - TrafficMarketplace**

107,788

61%

34

YOUTUBE.COM

37,511

21%

10

Specific Media**

104,148

58%

35

WEATHER.COM

29,472

17%

11

MSN-Windows Live

99,649

56%

36

Real Cities Network

28,043

16%

12

AOL

93,178

52%

37

CNN

26,018

15%

13

YAHOO.COM Home Page

88,447

50%

38

Undertone Networks**

24,974

14%

14

DRIVEpm**

87,815

49%

39

FACEBOOK.COM

23,042

13%

15

24/7 Real Media**

86,785

49%

40

Nickelodeon Kids & Family

22,321

13%

16

adconion media group**

84,612

48%

41

Lycos Network

22,100

12%

17

PrecisionClick**

76,509

43%

42

CareerBuilder Network

21,544

12%

18

Tremor Media

76,440

43%

43

IMDB.COM

20,796

12%

19

CPX Interactive**

73,459

41%

44

SuperPages.com Network

19,943

11%

20

Burst Media**

73,376

41%

45

Disney Online

19,626

11%

21

EBAY.COM

71,119

40%

46

The WebMD Health Network

19,160

11%

22

AdDynamix.com**

69,106

39%

47

PHOTOBUCKET.COM

18,199

10%

23

AdBrite**

67,284

38%

48

Yellowpages.com Network

17,750

10%

24

MYSPACE.COM

66,778

37%

49

ESPN

17,689

10%

25

Gorilla Nation Media

60,103

34%

50

iVillage.com: The Womens Network

16,979

10%

Reach % denotes the percentage of the total Internet population that viewed a particular entity at least once in April. For instance, Yahoo! was seen by 73 percent of the more than 178 million Internet users in April.
* Entity has assigned some portion of traffic to other syndicated entities.
** Denotes an advertising network.

About Comscore MMX

Comscore MMX, a division of Comscore Networks, 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 MMX continues the tradition of quality and innovation established by its MMX syndicated Internet ratings – long used by financial analysts, advertising agencies, publishers and marketers – while drawing upon Comscore's advanced technologies to address important new industry requirements. Comscore MMX syndicated ratings are based on industry-sanctioned sampling methodologies.

About Comscore

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 700 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.

Press
Bill Daddi
Daddi Brand Communications
646-370-1341
press@comscore.com

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