Political Parody Site JibJab.com Reaches Three Times as Many Americans as Kerry and Bush Sites Combined

Comscore Media Metrix Announces Top 50 U.S. Internet Property Rankings for July 2004

RESTON, Va., August 16, 2004 – Comscore Media Metrix today released its monthly analysis of consumer Internet behavior. This month’s report revealed that JibJab.com, the online video released in mid-July satirizing John Kerry and George Bush, reached substantially more visitors than both of the candidates’ sites combined. JibJab.com drew an impressive 10.4 million unique visitors in July, more than three times the 3.3 million Americans who collectively visited JohnKerry.com and GeorgeWBush.com.

Highlights of online behavior in July include:

  • This month’s top gaining property, JibJab.com, drew 10.4 million unique visitors in July, making it the 56th largest online property. The video, which was also available through AtomFilms.com, was the key driver behind a 62-percent increase in visitation to digital entertainment provider AtomShockwave sites, making it the fourth-largest gaining property in July.
  • Comscore observed substantial increases in activity at sites including Staples, Dell and Ikea, serving as an early indicator of back-to-school shopping and promotional activity.
  • Summer seasonality continued to benefit travel marketers in July, when all of the top ten Hotel/Resorts properties saw traffic increases. A number of airline sites, including Southwest.com, American Airlines and JetBlue Airways, posted double-digit increases as well.

“Steeped in humor and controversy, JibJab.com took the Web by storm, easily reaching more Americans directly than the targets of its humor,” said Peter Daboll, president and CEO of Comscore Media Metrix. “This is an example of just how quickly compelling content can spread in a wired world, and a hidden lesson for marketers looking to stand out among competitors with much bigger ad budgets.”

At its peak, well over a million Americans per day visited JibJab.com, making it the focus of thousands of water cooler conversation across the country—and the 56th largest property in July. All told, 10.4 million U.S. Internet users visited the site in July, more than three times the combined total for JohnKerry.com and GeorgeWBush.com (see table 1).

Despite the wide shadow cast by JibJab, and the lack of a major “convention bump” in voter polls, presidential candidate John Kerry did enjoy a significant bump online. During his nomination acceptance speech at the Democratic National Convention in late July, Mr. Kerry urged Americans to visit his Web site to learn more about his policy positions. Nearly 2.2 million people did just that in July, an increase of 206 percent versus 705,000 in June. Nearly 360,000 people, or 17 percent of those who visited the site in July, visited the contributions section of the site. The increase in visitation to JohnKerry.com fueled a 42-percent spike in traffic to the Politics category, ranking it as the second largest gainer in July (see table 2).

Elsewhere on the Web, a series of security patches pushed millions to Microsoft Windows sites in July. In total, well over 40 million Americans – many prompted by automatic reminders – visited Microsoft Windows sites in pursuit of updates, catapulting the Technology category up 14 percent to 98.5 million visitors in July.

The July and early-August releases of a number of highly anticipated video game titles, including Madden NFL 2005, ESPN NFL 2K5 and Doom 3, contributed to a 45-percent increase in traffic to the Gaming Information category, making it the top gaining category this month. With one exception, each of the top ten sites in the category posted an increase between June and July. The category leader, EA Online, saw visitors increase by 8 percent, while the average amount of time spent at the site jumped by 95 percent.

Video game releases were also likely contributors to significant increases at a number of the Web’s well-known toy retailers, including Toysrus Sites and KB Toys. A substantial increase in Mattel’s Everythinggirl.com site helped the property post a 17-percent increase in visitors in July. Overall, traffic to the Retail-Toys category increased by 13 percent, making it the sixth-largest gaining category in July.

Summer sales and back-to school shopping supported retailers of other products. The Department Stores category grew by 8 percent, rounding out the top ten gaining categories ranking. Target Corporation, JCPenney Sites and Kohls.com all posted double-digit increases. Home furnishings and home improvement retailers, such as Sears, Home Depot, Ikea and Pottery Barn Kids, all drew between 9 and 77 percent more traffic.

The addition of Mapquest.com to the Directories category concurrent with the site’s recent launch of yellow pages content helped push the category up 14 percent in July. MapQuest, along with other yellow pages content providers such as SuperPages Network, Yahoo! Yellow Pages and SmartPages.com, all saw traffic increases ranging from 7 percent to 16 percent between June and July.

Summer travel helped the Hotels/Resorts and Airlines categories post 17- and 10-percent increases in July, respectively. As hotel suppliers continue their tug-of-war with travel agencies for a more direct relationship with their customers, the Hotels/Resorts category grew an impressive 15 percent versus July 2003. This month, both InterContinental Hotels and Marriott made the top gaining properties ranking, with increases of 29 and 28 percent, respectively.

Top 50 Properties
With the end of its relationship with MSN in July, ESPN entered the Top 50 at number 37 in its first month as a standalone property (see table 3). Merger activity in the banking industry accounted for large increases at two major properties. JPMorgan Chase’s acquisition of Bank One (number 93 and 92 properties, respectively, in June) catapulted the combined property to the number 39 position in July. The merger of Fleet.com and Bank of America translated to a seven-spot increase to number 32 in July.

The buzz surrounding JibJab.com contributed to downloads of the Flash and Shockwave players. This drove a 25-percent increase in unique visitors to Macromedia, which gained 10 spots to take the number 38 position in July. The start of the back-to-school season boosted traffic to Dell, which jumped 11 spots to finish at number 43 in July. In addition, increased visitation to AT&T Wireless sites helped AT&T Properties post an 8-spot move to the number 28 ranking in July.

 Compared to June, fully 8 of the top 10 online properties drew larger audiences in July, although the overall composition of the top 10 list remained static.

Top 50 Ad Focus Ranking
Comscore Media Metrix’s ranking of advertising-supported media brands includes media properties, such as Yahoo! and MSN, as well as advertising networks, such as Advertising.com and MaxOnline. Instead of focusing on corporate ownership, this reporting mirrors, as closely as possible, the manner in which advertising is actually packaged and sold. With this ranking, media planners and buyers can more easily evaluate interactive marketing options on an equal footing.

From June to July, the composition and rank order of the top 5 Ad Focus entities remained static. MSN Homepages, a new entity detailing MSN’s domestic and international homepages, debuted in the Ad Focus ranking in the number 10 position (see table 4). Additionally, heavy e-mail promotions powered a 428-percent increase in visitation to the RealArcade portion of Real.com Media Sites, propelling it 5 spots to number 38 in July’s Ad Focus ranking.


Top Ten Gaining Properties by Percentage Change in Unique Visitors*
July 2004 vs. June 2004
Total U.S. Home, Work and University Internet Users
Source: Comscore Media Metrix
Property Jun-04
Rank by Unique Visitors
Total Internet Users 156,436 156,775 0% N/A
JIBJAB.COM N/A 10,402 N/A 56
GAMEFLY.COM 1,322 3,469 162% 195
JPMorgan Chase Property 6,661 12,908 94% 39
Atomshockwave Sites 5,175 8,396 62% 71
Pepsi Co. 3,079 4,614 50% 150
Staples.com Sites 2,730 3,821 40% 176
AMERIQUESTMORTGAGE.COM 2,903 3,869 33% 174
InterContinental Hotels Group 2,795 3,596 29% 189
Dell 9,638 12,286 27% 43
Marriott 2,731 3,483 28% 193

*Ranking based on the top 250 properties in July


Top Ten Gaining Categories by Unique Visitors
July 2004 vs. June 2004
Total U.S. Home, Work and University Internet Users
Source: Comscore Media Metrix
  Jun-04(000) Jul-04(000) Percentage Change
Total Internet Users 156,436 156,775 0%
Games-Gaming Information 38,109 55,287 45%
News/Info-Politics 12,334 17,557 42%
Travel-Hotels/Resorts 23,572 27,535 17%
Technology 86,558 98,543 14%
Directories 77,282 87,788 14%
Retail-Toys 13,421 15,203 13%
Travel-Airlines 21,254 23,331 10%
Sports 47,093 51,675 10%
Classifieds 15,494 16,862 9%
Retail-Department Stores 33,963 36,826 8%



Top 50 Properties
July 2004
Total U.S. - Home, Work and University Locations
Unique Visitors (000)
Source: Comscore Media Metrix
Rank Property Unique Visitors
  Rank Property Unique Visitors (000)
  Total Internet Users 156,775        
1 Yahoo! Sites 115,488   26 Wal-Mart 16,461
2 MSN-Microsoft Sites 114,692   27 Trip Network Inc. 16,058
3 Time Warner Network 110,552   28 AT&T Properties 15,795
4 Google Sites 63,427   29 Classmates.com Sites 15,739
5 EBay 60,824   30 iVillage.com: The Womens Network 15,468
6 Ask Jeeves 42,482   31 ORBITZ.COM 15,219
7 Terra Lycos 35,732   32 Bank of America 15,195
8 Amazon Sites 33,809   33 Gannett Sites 14,297
9 About/Primedia 33,461   34 Sony Online 13,965
10 Monster Worldwide 28,382   35 CareerBuilder LLC 13,929
11 Viacom Online 28,233   36 Comcast Corporation 13,539
12 Real.com Network 27,472   37 ESPN 13,415
13 Verizon Communications Corporation 25,620   38 Macromedia 13,277
14 Walt Disney Internet Group (WDIG) 25,220   39 JPMorgan Chase Property 12,908
15 Weatherbug.com Property 24,011   40 Travelocity 12,843
16 Weather Channel, The 23,801   41 United Online, Inc 12,524
17 CNET Networks 22,317   42 AmericanGreetings Property 12,482
18 Expedia Travel 22,154   43 Dell 12,286
19 Symantec 21,122   44 Target Corporation 12,158
20 Shopping.com Sites 20,350   45 Hotels.com Sites 12,088
21 Gorilla Nation Media 19,198   46 News Corp. Online 11,661
22 InfoSpace Network 19,195   47 Uproar Network 11,576
23 EA Online 19,043   48 Cox Enterprises Inc. 11,475
24 SBC Communications 18,897   49 PRICELINE.COM 11,177
25 Intermix Media 17,894   50 Columbia House Sites 11,123


Ad Focus Ranking
Unique Visitors (000)
Total U.S. - Home, Work and University Locations
July 2004
Source: Comscore Media Metrix
Rank Property Unique Visitors
Reach %   Rank Property Unique Visitors (000) Reach %
  Total Internet Users 156,775 100%          
1 Advertising.com** 118,232 75%   26 BURST! Media** 35,867 23%
2 Yahoo! 113,889 73%   27 AOL Prop Search 33,983 22%
3 MSN 100,151 64%   28 Lycos 33,401 21%
4 AOL 83,310 53%   29 EBAY.COM Home Page 31,418 20%
5 YAHOO.COM Home Page 77,321 49%   30 AOL Entertainment 30,811 20%
6 GOOGLE.COM 61,655 39%   31 Claria 30,096 19%
7 Yahoo! Mail 60,776 39%   32 AIM.COM/AIM App 30,041 19%
8 Yahoo! Search 60,718 39%   33 My Yahoo! 29,631 19%
9 Yahoo! Web Search 59,315 38%   34 Monster Worldwide 28,382 18%
10 MSN Homepages 57,325 37%   35 AOL Screenname 27,597 18%
11 Google Web Search 57,252 37%   36 GATOR (App) 27,515 18%
12 EBAY.COM 57,131 36%   37 WindowsMedia 27,478 18%
13 MaxOnline** 54,341 35%   38 Real.com Media Sites 26,885 17%
14 Tribal Fusion** 52,836 34%   39 MSN Messenger Service 25,988 17%
15 MSN.COM Home Page 50,939 32%   40 AIMTODAY.COM 25,873 17%
16 MSN Search 48,823 31%   41 Yahoo! Messenger 25,622 16%
17 AOL Email 48,084 31%   42 Yahoo! Geocities 25,589 16%
18 MaxOnline Network** 47,636 30%   43 WINDOWSMEDIA.COM 25,560 16%
19 MSN Hotmail 47,540 30%   44 LAUNCH 25,124 16%
20 AOL (APP) 47,420 30%   45 AOL Instant Message 25,090 16%
21 24/7 Real Media** 45,152 29%   46 Yahoo! Get Local 24,105 15%
22 Ask Jeeves 42,482 27%   47 AOL News 24,008 15%
23 AOL Prop Email 42,258 27%   48 WeatherBug 23,857 15%
24 MAPQUEST.COM 37,814 24%   49 WEATHERBUG.COM 23,297 15%
25 AOL Search 36,348 23%   50 Yahoo! News 23,085 15%

**Indicates that the entity is an advertising network.

About Comscore Media Metrix
Comscore Media Metrix, a division of Comscore Networks, provides industry-leading Internet audience measurement services that report – with unmatched accuracy - 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 continues the tradition of quality and innovation established by its Media Metrix syndicated Internet ratings - long recognized as the currency in online media measurement among financial analysts, advertising agencies, publishers and marketers - while drawing upon Comscore's advanced technologies to address important new industry requirements. All Comscore Media Metrix syndicated ratings are based on industry-sanctioned sampling methodologies.

About Comscore Networks
Comscore Networks provides unparalleled insight into consumer behavior and attitudes. This capability is based on a massive, global cross-section of more than 2 million consumers who have given Comscore explicit 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 patent-pending 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 global leaders such as Microsoft, Verizon, Best Buy, The Newspaper Association of America, Knight Ridder Digital, Nestlé, Wells Fargo & Company, GlaxoSmithKline, and Orbitz. For more information, please visit www.comscore.com.

Andrew Lipsman
Comscore, Inc.
+1 312 775 6510


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