Press Releases

August 15, 2006

Online Video Officially Goes Mainstream as YouTube.com Breaks Into the comScore Media Metrix Top 50

Traffic to Myspace Video Doubles in July; Yahoo! Video Leads the Pack with a 28-Percent Increase in Visitation versus June

Sweepstakes from McDonalds, Pepsi, Oprah and Publishers Clearing House Prove Successful in Attracting Visitors; Political Sites Surge as Primary Season Approaches

RESTON, VA, August 15, 2006 – comScore Media Metrix today released its monthly analysis of U.S. consumer activity at top online properties and categories for July. Of note were the marked increases to political Web sites ahead of primary season, as well as the effectiveness of summer sweepstakes from McDonalds, Pepsi, Oprah and Publishers Clearing House that drove online traffic. Most noteworthy, however, was the popularity of online video, which continued to gain steam in July, as Youtube.com broke into the comScore Media Metrix Top 50 for the first time, debuting at number 40 with 16 million visitors, a 20-percent increase versus June. Video-mania also drove a two-fold increase in traffic to MySpace Videos, which had 20 million visitors, trailing only Yahoo! Video with 21.1 million visitors (up 28-percent from June).

“Consumers clearly view video as one of the most accessible, interesting and entertaining sources of content on the Web,” said Jack Flanagan, executive vice president of comScore Media Metrix. “The trends we’re witnessing indicate that online video is emerging from its infancy and entering the mainstream. Many publishers and advertisers are responding to this trend, which means advertising dollars will continue to migrate online where consumers can be targeted with efficiency.”

The Web Plays an Increasingly Important Role in Politics

The25-percent increase in traffic to political Web sites, the largest-gaining category in July, was particularly noteworthy given the recent major upsets in political primaries in Connecticut, Georgia and Michigan. CapitolAdvantage.com, a site dedicated to connecting organizations to national and state elected officials, rated among the top sites in the category with 927,000 visitors, a 4-percent increase from June. Political news sites also drove category increases, including independent news site Worldnetdaily.com, which increased 22 percent to 500,000 visitors; Voice of America News (voanews.com), which jumped 50 percent to 368,000 visitors; and NationalReview.com, which rose 11 percent to 350,000 visitors.

“The Internet is becoming an important political forum in this country, especially as video and blogging become more prevalent,” said Flanagan. “Politicians recognize the inherent ability of the Internet to connect people and ideas, and it will be interesting to observe activity at political sites as the November elections approach.”

Americans Flock to Sweepstakes and Lotto in July

Lotto/Sweepstakes sites enjoyed a surge in traffic in July, rising 19 percent from June to 33.4 million visitors and ranking as the second-fastest growing category for the month. Some of the more noteworthy summer sweepstakes included:

  • Publishers Clearing House’s PCH.com, which led the category with 10 million visitors, a 59-percent increase versus the previous month
  • Piratesatmcd.com, the Pirates of the Caribbean McDonald’s sweepstakes site, which saw 3.6 million visitors. Traffic to the promotional site contributed to an 87-percent increase in traffic to the McDonald’s Web property overall, which drew a total of 5 million visitors
  • The Oprah Show Summer Sweepstakes, which gives viewers a chance to win an all-expense paid trip to an Oprah taping and contributed to a 42-percent increase in traffic to Oprah.com (3.7 million visitors)
  • The Pepsi Street Motion sweepstakes, which resulted in a 434-percent increase to 689,000 visitors to pepsistreetmotion.com

Additionally, the following state lottery sites saw traffic increases in July: CALottery.com (up 18 percent to 1.4 million), FLALottery.com (up 24 percent to 1.4 million), Powerball.com (up 9 percent to 1.4 million), TXLottery.com (up 11 percent to 827,000), OhioLottery.com (up 15 percent to 549,000), IllinoisLottery.com (up 12 percent to 360,000), MOLottery.com (up 18 percent to 360,000), MASSLottery.com (up 36 percent to 359,000) and NC-EducationLottery.org (up 6 percent to 345,000).

Americans Take to the Streets in July

Consumers continued to plan summer vacations throughout the month of July, driving traffic to Car Rental sites. Category visitation increased 9 percent to 7.1 million visitors, placing it among the top gaining categories for the month. Enterprise led the category with 2.4 million visitors, marking an 8-percent gain versus June, while traffic to Budget.com rose 32 percent to 2.3 million visitors. Hertz and Avis also experienced gains, up 9 percent to 1.9 million visitors and 1 percent to 1.7 million visitors, respectively.

As Americans prepared for these excursions, sites offering regional and local information saw a 9-percent increase to 97.6 million visitors. Leading the pack was the AOL Local Network, up 3 percent to 59.7 million visitors, followed by the Yahoo! Local Network with 34.3 million visitors (up 2 percent), and Real Cities Network with 28.6 million visitors (up 2 percent).

Real Estate and Moving Sites Attract Attention in July

Despite the sagging housing market, Americans continued to show an interest in real estate, as evidenced by the 7-percent increase in traffic to real estate and moving information sites. Move Network led the category with 11.2 million visitors, up 5-percent from June. MSN and AOL Real Estate each experienced impressive gains, with 5.1 million visitors (a 25-percent increase) and 4.2 million visitors (a 43-percent increase), respectively.

Top 50 Properties

Within the Top 50 Properties ranking, Yahoo! Sites retained its number one position, drawing more than 129 million unique visitors in July. Dell, Facebook.com, JPMorgan Chase, and Overstock.com all re-entered the ranking, each reaching more than 14 million unique visitors. Finally, ARTISTdirect Network enjoyed an eight-spot increase to number 36, drawing nearly 17 million unique visitors in July.

Top 50 Ad Focus

Advertising.com remained atop the Ad Focus ranking, reaching more than 84 percent of the 173.2 million Americans online. Also within the top 10, Tribal Fusion moved up one spot to number five, touching nearly 107 million unique visitors. Precision Click enjoyed a strong debut in the ranking, entering this month at number 15, while EA Online Games and CNET re-entered the ranking at numbers 47 and 50, respectively.

TABLE 1

Top Ten Gaining Properties by Percentage Change in Unique Visitors*
July 2006 vs. June 2006
Total U.S. Home, Work and University Internet Users
Source: comScore Media Metrix
Property Jun-06
(000)
Jul-06
(000)
Percentage
Change
Rank by
Unique Visitors
Total Internet Population 172,907 173,191 0% N/A
WildTangent Network 1,572 6,233 296% 144
McClatchy Corporation 2,772 7,012 153% 130
HI5.COM 2,102 4,030 92% 215
McDonald's 2,684 5,012 87% 185
IMAGESHACK.US 5,890 9,847 67% 87
PCH.COM 6,302 9,997 59% 85
THUMBPLAY.COM 3,516 5,325 51% 172
PartyGaming 4,582 6,712 46% 138
Yellow Book Network 2,883 4,188 45% 205
OPRAH.COM 2,585 3,658 42% 236

*Ranking based on the top 250 properties in July 2006.

TABLE 2

Top Ten Gaining Categories by Unique Visitors
July 2006 vs. June 2006
Total U.S. Home, Work and University Internet Users
Source: comScore Media Metrix
  Jun-06 (000) Jul-06 (000) Percentage Change
Total Internet : Total Audience 172,907 173,191 0%
Politics 6,478 8,101 25%
Lotto/Sweepstakes 28,028 33,366 19%
Education - Information 45,323 52,512 16%
Online Gambling 23,289 25,682 10%
Regional/Local 89,289 97,565 9%
Car Rental 6,507 7,110 9%
Coupons 18,806 20,316 8%
Real Estate 42,198 45,358 7%
Job Search 14,874 15,800 6%
Classifieds 35,255 37,423 6%

 

TABLE 3

Top 50 Properties
July 2006
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 Users 173,191        
1 Yahoo! Sites 129,439   26 Target Corporation 23,394
2 Time Warner Network 121,068   27 CBS Corporation 20,855
3 Microsoft Sites 117,791   28 Real.com Network 20,854
4 Google Sites 103,860   29 CareerBuilder LLC 20,802
5 eBay 75,814   30 Gannett Sites 19,661
6 MYSPACE.COM 54,522   31 Shopzilla.com Sites 18,602
7 Ask Network 52,061   32 Vendare Media 18,553
8 Amazon Sites 46,788   33 Comcast Corporation 17,644
9 New York Times Digital 38,133   34 ESPN 17,336
10 Verizon Communications Corporation 36,605   35 Cox Enterprises Inc. 17,126
11 Weather Channel, The 35,021   36 ARTISTdirect Network 16,959
12 Apple Computer, Inc. 31,102   37 Trip Network Inc. 16,518
13 Viacom Digital 30,767   38 WhitePages 16,450
14 CNET Networks 30,468   39 E.W. Scripps 16,094
15 Adobe Sites 30,122   40 YOUTUBE.COM 16,080
16 Expedia Inc 29,724   41 Weatherbug Property 16,016
17 Monster Worldwide 28,409   42 ORBITZ.COM 15,802
18 Wikipedia Sites 28,121   43 EA Online 15,681
19 United Online, Inc 26,788   44 Photobucket.com LLC 15,551
20 Wal-Mart 26,550   45 iVillage.com: The Womens Network 15,227
21 Gorilla Nation Media 26,448   46 Capital One 14,960
22 Disney Online 25,879   47 Dell 14,745
23 AT&T, Inc. 25,190   48 FACEBOOK.COM 14,365
24 Lycos, Inc. 23,688   49 JPMorgan Chase Property 14,361
25 Bank of America 23,500   50 OVERSTOCK.COM 14,335

 

TABLE 4

Ad Focus Ranking July 2006
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 Users 173,191 100%          
1 Advertising.com** 146,212 84%   26 EBAY.COM Home Page 37,992 22%
2 Yahoo! 128,381 74%   27 ABOUT.COM 32,736 19%
3 ValueClick** 127,694 74%   28 Business.com Network 27,871 16%
4 AOL Media Network 112,709 65%   29 Disney Online 25,879 15%
5 Tribal Fusion** 106,957 62%   30 WEATHER.COM 24,064 14%
6 Casale Media Network** 105,771 61%   31 Lycos Network 23,550 14%
7 MSN-Windows Live 99,912 58%   32 CareerBuilder Network 21,590 12%
8 Google 99,526 57%   33 CNN 20,648 12%
9 Vendare Media - TrafficMarketplace** 96,428 56%   34 EXPEDIA.COM* 20,225 12%
10 AOL 87,936 51%   35 GameDaily Custom Network 19,214 11%
11 24/7 Real Media** 85,940 50%   36 IMDB.COM 18,712 11%
12 YAHOO.COM Home Page 85,680 49%   37 Vendare Media 18,553 11%
13 Burst Media** 83,634 48%   38 SuperPages 17,905 10%
14 Tremor Network 71,001 41%   39 The WebMD Health Network 17,699 10%
15 PrecisionClick** 69,029 40%   40 ESPN 17,336 10%
16 DRIVEpm** 68,172 39%   41 ARTISTdirect Network 16,959 10%
17 EBAY.COM 67,413 39%   42 WhitePages Network 16,388 9%
18 AdBrite** 62,144 36%   43 Travelocity All 15,981 9%
19 Gorilla Nation Media Network 61,818 36%   44 WeatherBug 15,854 9%
20 Blue Lithium** 61,113 35%   45 ORBITZ.COM 15,802 9%
21 MSN.COM Home Page 54,869 32%   46 EA Online Syndicated Games 15,724 9%
22 MYSPACE.COM 54,522 31%   47 EA Online Games 15,572 9%
23 Ask Network 52,061 30%   48 iVillage.com: The Womens Network 15,227 9%
24 AdDynamix.com** 43,721 25%   49 WHITEPAGES.COM 15,194 9%
25 Vibrant Media** 39,072 23%   50 CNET 14,726 9%

Reach % denotes the percentage of the total Internet population that viewed a particular entity at least once in July. For instance, Yahoo! was seen by 74 percent of the more than 173 million Internet users in July.
* Entity has assigned some portion of traffic to other syndicated entities.
** Denotes 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 is a global leader in measuring the digital age. 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 global leaders such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestlé, MBNA, Universal McCann, the United States Postal Service, Merck and Expedia. For more information, please visit www.comscore.com.

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



 

Tags: Audience Analytics, Rankings, Social, Yahoo, YouTube