comScore Media Metrix Ranks Top 50 U.S. Web Properties for October 2008
U.S. Presidential Race Drives Americans Online for Election News
Halloween and Early Holiday Browsing Boost Traffic to Retail Sites
RESTON, VA, November 20, 2008 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released its monthly analysis of U.S. consumer activity at the top online properties for October 2008 based on data from the comScore Media Metrix service. The U.S. presidential election, Halloween and the approaching holiday season were significant drivers of Internet traffic for the month.
“The historic presidential race had millions of Americans glued to their computers for the latest news during the final stretch of the campaign,” commented Jack Flanagan, executive vice president of comScore Media Metrix. “Prospective voters were able to get up-to-the minute information on candidates, important issues and the latest poll results as they prepared to check off the box in the voting booth on November 4.”
Politics Category Tops Fastest-Growing List in October
October saw a significant surge in traffic to the politics category, as Americans tuned in closely to the presidential and local congressional races. The category grew 40 percent to 28 million visitors in October, making it the fastest growing category for the month.
BarackObama.com was the most visited site in the category with 8.5 million visitors, up 59 percent versus the previous month, followed by JohnMcCain.com with 3.8 million visitors (up 29 percent). October marked the largest audiences of the season for both of the candidates. Other sites generating substantially higher traffic in the month included: CatholicVote.com (up 410 percent to 1.5 million visitors), GOP.com (up 111 percent to 1.2 million visitors), and Factcheck.org (up 96 percent to 1 million visitors). Voting advocacy sites VoteforChange (up 62 percent to 2.4 million visitors) and RocktheVote.com (up 46 percent to 1.1 million visitors) also saw strong gains.
Saturday Night Live’s election comedy sketches, including Tina Fey’s popular impersonation of Republican Vice Presidential candidate Sarah Palin, helped NBC Universal rank as one of the top 10 gaining properties for the month. NBC Universal’s online channel for Saturday Night Live (SNL) content surged 85 percent to 4.4 million visitors in October.
Approaching Holidays and Halloween Cause Traffic Boost at Retail Categories
The combination of Halloween and the looming holiday shopping season resulted in strong traffic increases to several retail categories in October.
Retail – apparel sites grew 13 percent to more than 67 million visitors as people searched for Halloween costumes, early holiday deals and the latest seasonal apparel in October. The category was led by BuyCostumes.com, which witnessed a 107-percent increase to 9.5 million visitors. Several other costume-related sites also experienced gains in October, including CostumeSuperCenter.com (up 110 percent to 2.6 million visitors) and Costumzee.com (up 161 percent to 2.1 million visitors).
In addition to costume retailers, several other apparel retailers experienced strong traffic growth during the month, including Zappos.com (up 18 percent to 5.1 million visitors), Gap Online (up 24 percent to 4.2 million visitors) and AE.com (up 18 percent to 3.3 million visitors).
With the holidays quickly approaching, traffic to the retail – toys category surged 17 percent to more than 25 million visitors as Americans searched early for this year’s top toys. Toysrus sites led the category with 9.3 million visitors, a gain of 28 percent, followed by Barbie with 3.4 million visitors (up 10 percent) and The LEGO Group with 2.7 million visitors (up 22 percent). Several other popular toy brands also experienced double-digit growth in October, including AmericanGirl.com (up 51 percent), Fisher Price (up 43 percent) and LeapFrog.com (up 90 percent).
Top 50 Properties
Google Sites continued to lead as the most visited property in October with 147 million visitors, followed by Yahoo! Sites with 144.9 million visitors and Microsoft Sites with 123.5 million visitors. All of the top ten properties maintained their positions from September. New arrivals to the ranking this month included NBC Universal, which entered at position #33 with nearly 25 million visitors and JPMorgan Chase Property, which rose to position #41 with the addition of Washington Mutual, bringing the property’s combined audience to more than 23 million visitors.
Top 50 Ad Focus Ranking
Platform-A led the October Ad Focus ranking reaching 91 percent of the 190.6 million Americans online. Yahoo! Network followed reaching 86 percent and Google Ad Network captured the third position reaching 83 percent of Americans online. ValueClick Networks moved up one position to #4 reaching 82 percent of online users and Traffic Marketplace rose one position to #8 reaching 74 percent.
TABLE 1
|
comScore Top 10 Gaining Properties by Percentage Change in Unique Visitors* (U.S.) October 2008 vs. September 2008 Total U.S. - Home, Work and University Locations Source: comScore Media Metrix | ||||
| Total Unique Visitors (000) | ||||
| Sep-08 | Oct-08 | % Change | Rank by Unique Visitors | |
| Total Internet : Total Audience | 189,468 | 190,616 | 1 | N/A |
| TheStreet.com Sites | 4,135 | 10,550 | 155 | 101 |
| Spencer Gifts, LLC. | 2,077 | 5,058 | 144 | 231 |
| HULU.COM | 2,850 | 5,342 | 87 | 214 |
| Healthgrades | 2,894 | 5,034 | 74 | 234 |
| Everyday Health | 14,930 | 25,781 | 73 | 31 |
| BARACKOBAMA.COM | 5,350 | 8,515 | 59 | 131 |
| Cablevision | 6,049 | 9,571 | 58 | 112 |
| NBC Universal | 16,034 | 24,896 | 55 | 33 |
| Kayak.com Network | 5,141 | 7,860 | 53 | 144 |
| JPMorgan Chase Property | 15,506 | 23,142 | 49 | 41 |
*Ranking based on the top 250 properties in October 2008
TABLE 2
|
comScore Top 10 Gaining Categories by Percentage Change in Unique Visitors (U.S.) October 2008 vs. September 2008 Total U.S. - Home, Work and University Locations Source: comScore Media Metrix | |||
| Total Unique Visitors (000) | |||
| Sep-08 | Oct-08 | % Change | |
| Total Internet : Total Audience | 189,468 | 190,616 | 1 |
| Politics | 20,081 | 28,016 | 40 |
| Retail - Flowers/Gifts/Greetings | 33,659 | 40,358 | 20 |
| Retail - Toys | 21,461 | 25,195 | 17 |
| e-cards | 28,537 | 33,377 | 17 |
| Entertainment - Humor | 25,486 | 29,797 | 17 |
| Retail - Mall | 26,509 | 30,742 | 16 |
| Gay/Lesbian | 2,771 | 3,189 | 15 |
| Retail - Apparel | 59,354 | 67,144 | 13 |
| Teens | 28,765 | 32,505 | 13 |
| Auto - Manufacturer | 22,154 | 25,015 | 13 |
TABLE 3
|
comScore Top 50 Properties (U.S.) October 2008 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 : Total Audience | 190,616 | |||||
| 1 | Google Sites | 147,035 | 26 | Superpages.com Network | 29,387 | |
| 2 | Yahoo! Sites | 144,903 | 27 | Verizon Communications Corporation | 28,094 | |
| 3 | Microsoft Sites | 123,483 | 28 | Gorilla Nation | 27,218 | |
| 4 | AOL LLC | 111,259 | 29 | Bank of America | 26,414 | |
| 5 | Fox Interactive Media | 90,636 | 30 | United Online, Inc | 26,280 | |
| 6 | eBay | 70,737 | 31 | Everyday Health | 25,781 | |
| 7 | Ask Network | 70,449 | 32 | WordPress | 25,392 | |
| 8 | Wikimedia Foundation Sites | 63,275 | 33 | NBC Universal | 24,896 | |
| 9 | Amazon Sites | 60,099 | 34 | Answers.com Sites | 24,865 | |
| 10 | Glam Media | 56,640 | 35 | Shopzilla.com Sites | 24,350 | |
| 11 | CBS Corporation | 52,680 | 36 | Demand Media | 23,657 | |
| 12 | New York Times Digital | 49,324 | 37 | Weatherbug Property | 23,531 | |
| 13 | Turner Network | 49,186 | 38 | Monster Worldwide | 23,363 | |
| 14 | Apple Inc. | 48,673 | 39 | CareerBuilder LLC | 23,309 | |
| 15 | FACEBOOK.COM | 45,954 | 40 | Photobucket.com LLC | 23,271 | |
| 16 | Viacom Digital | 45,884 | 41 | JPMorgan Chase Property | 23,142 | |
| 17 | AT&T Interactive Network | 37,036 | 42 | Real.com Network | 23,024 | |
| 18 | craigslist, inc. | 36,732 | 43 | Gannett Sites | 22,651 | |
| 19 | Adobe Sites | 36,004 | 44 | AT&T, Inc. | 22,248 | |
| 20 | Weather Channel, The | 34,717 | 45 | ESPN | 21,941 | |
| 21 | Time Warner - Excluding AOL | 33,415 | 46 | iVillage.com: The Womens Network | 21,124 | |
| 22 | Wal-Mart | 33,038 | 47 | WebMD Health | 19,623 | |
| 23 | Comcast Corporation | 31,250 | 48 | WhitePages | 19,267 | |
| 24 | Target Corporation | 30,950 | 49 | WorldNow - ABC Owned Sites | 19,017 | |
| 25 | Disney Online | 30,209 | 50 | Expedia Inc | 18,402 | |
TABLE 4
|
comScore Ad Focus Ranking (U.S.) October 2008 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 : Total Audience | 190,616 | 100% | ||||||
| 1 | Platform-A** | 173,713 | 91% | 26 | YOUTUBE.COM | 80,877 | 42% | |
| 2 | Yahoo! Network** | 164,080 | 86% | 27 | Centro - Potential Reach | 80,225 | 42% | |
| 3 | Google Ad Network** | 158,928 | 83% | 28 | MYSPACE.COM* | 76,257 | 40% | |
| 4 | ValueClick Networks** | 155,356 | 82% | 29 | Vibrant Media** | 76,000 | 40% | |
| 5 | Specific Media** | 150,176 | 79% | 30 | NNN Total Newspapers: U.S. | 74,797 | 39% | |
| 6 | Tribal Fusion** | 144,354 | 76% | 31 | Undertone Networks** | 74,641 | 39% | |
| 7 | Yahoo! | 143,089 | 75% | 32 | Ask Network | 70,449 | 37% | |
| 8 | Traffic Marketplace** | 140,302 | 74% | 33 | Gorilla Nation Media - Potential Reach | 68,483 | 36% | |
| 9 | 138,767 | 73% | 34 | Kontera** | 64,468 | 34% | ||
| 10 | 24/7 Real Media** | 135,528 | 71% | 35 | IAC Ad Solutions - Potential Reach | 64,422 | 34% | |
| 11 | Tremor Media - Potential Reach | 135,222 | 71% | 36 | Pulse 360** | 60,430 | 32% | |
| 12 | Casale Media - MediaNet** | 135,054 | 71% | 37 | MSN.COM Home Page | 57,617 | 30% | |
| 13 | Adconion Media Group** | 130,650 | 69% | 38 | Ybrant - Oridian - ADdynamix Network** | 56,291 | 30% | |
| 14 | YuMe Video Network - Potential Reach | 130,247 | 68% | 39 | EBAY.COM | 55,436 | 29% | |
| 15 | interCLICK** | 129,477 | 68% | 40 | IB Local Network | 54,747 | 29% | |
| 16 | Revenue Science** | 127,186 | 67% | 41 | NNN Top 25 | 52,482 | 28% | |
| 17 | DRIVEpm** | 123,594 | 65% | 42 | TattoMedia** | 51,659 | 27% | |
| 18 | Turn, Inc** | 117,016 | 61% | 43 | ITN Digital Networks - Potential Reach | 51,633 | 27% | |
| 19 | CPX Interactive** | 116,817 | 61% | 44 | AMAZON.COM | 49,102 | 26% | |
| 20 | Collective Media** | 113,336 | 59% | 45 | Business.com Network | 47,322 | 25% | |
| 21 | ADSDAQ by ContextWeb** | 113,320 | 59% | 46 | Intergi - Potential Reach | 46,861 | 25% | |
| 22 | AOL Media Network | 111,259 | 58% | 47 | QuadrantONE - Potential Reach | 46,233 | 24% | |
| 23 | MSN-Windows Live | 110,615 | 58% | 48 | MapQuest | 46,049 | 24% | |
| 24 | Burst Media** | 105,962 | 56% | 49 | FACEBOOK.COM | 45,954 | 24% | |
| 25 | AdBrite** | 90,165 | 47% | 50 | AdOn Network** | 44,095 | 23% | |
*Reach % denotes the percentage of the total Internet population that viewed a particular entity at least once in October. For instance, Yahoo! was seen by 75 percent of the 190 million Internet users in October.
* Entity has assigned some portion of traffic to other syndicated entities.
** Denotes an advertising network.
About comScore Media Metrix
comScore Media 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 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
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