Comscore Media Metrix Releases Top 50 Web Rankings for August

Education-related Sites Jump as Students Go Back to School

Sports/Outdoors Sites Experience Gains as Fall Sports Season Kicks Off

Mega Millions and Powerball Jackpots Drive Traffic to Lottery Sites

RESTON, VA, September 18, 2007 – Comscore Media Metrix (NASDAQ: SCOR) today released its monthly analysis of U.S. consumer activity at top online properties for August 2007. Education-related sites had a strong presence in this month’s rankings as schools and universities across the country began another academic year. August also saw traffic increases to lotto/sweepstakes sites as lottery jackpots reached near record highs. Humor sites gained on the strength of Comedy Central’s spike in traffic, and sports/outdoor retail sites grew in anticipation of the fall sports season.

Back to School Season Drives Traffic to Education Sites
With students and teachers heading back to the classroom in late August, education sites experienced strong growth for the month. The training and education category grew 15 percent to more than 12 million visitors, making it the top gaining category for the month. College resource site Fastweb led the category with 2.5 million visitors (up 13 percent), followed by The College Board with nearly 1.9 million visitors (up 12 percent) and Nellnet, Inc., an education planning and financing company, with 1.4 million visitors (up 11 percent). The education information category increased 8 percent to more than 63 million visitors, as Dictionary.com Sites led the category with 11.8 million visitors, followed by Answers.com (9.3 million visitors) and Pearson Education (8.6 million visitors).

Fall Sports and Football Season Drive Traffic to Retail Sports/Outdoors Sites

With the beginning of fall sports and football season, traffic to retail sports/outdoors sites increased 7 percent to more than 29 million visitors. Foot Locker Sites experienced a 15-percent gain to 4.6 million visitors to lead the category, followed by eBay Sports U.S. with 4 million visitors and DicksSportingGoods.com with 2.6 million visitors. NFL Internet Group, which includes the official NFL team sites, surged 78 percent to more than 14 million visitors, making it one of top gaining properties in August.

Near Record Jackpots Propel Traffic to Lottery Sites in August

Multi-state lotteries Mega Millions and Powerball both reached massive jackpots in August causing lotto/sweepstakes sites to rise 8 percent to more than 31 million visitors for the month. Powerball.com surged to 2.3 million visitors (up 123 percent), while Megamillions.com saw its traffic swell to 1.1 million (up 100 percent).

Comedy Central Drives Traffic Spike in Humor Category

The humor category grew 8 percent in August, reaching more than 30 million Americans. The increase was largely propelled by gains at Comedy Central from its “Indecision2008” coverage. National Lampoon Humor Network led the category with 5.6 million visitors, followed by Comedy Central with nearly 5 million visitors (up 105 percent) and Jokeroo Entertainment Inc. with nearly 3 million visitors (up 37 percent).

Top 50 Properties

The top 10 properties remained unchanged in August, as Yahoo! Sites topped the ranking with more than 135 million visitors. CBS Corporation experienced a 16-percent gain, lifting it 6 spots to number 24. Comcast Corporation also experienced a sizable jump, moving up seven positions to number 26 in the ranking with more than 25 million visitors. United Online enjoyed a four-position gain, drawing more than 26 million unique visitors in August.

Top 50 Ad Focus Ranking

In August, Advertising.com remained atop the Ad Focus Ranking, reaching 89 percent of the more than 181 million Americans online. Specific Media and Google both moved up within the top ten, to numbers six and seven, respectively. Adconian media group jumped seven spots to number 21, reaching 43 percent of the U.S. online population, a 7-percent increase from July. Interclick also continued its climb in the rankings, gaining four spots to number 18. Finally, Amazon.com and Walmart.com entered the ranking in August at positions 37 and 43, respectively.

TABLE 1

Comscore Top 10 Gaining Properties by Percentage Change in Unique Visitors* (U.S.)
August 2007 vs. July 2007
Total U.S. Home, Work and University Internet Users
Source: Comscore Media Metrix
  Total Unique Visitors (000)
Jul-07 Aug-07 % Change Rank by Unique Visitors
Total Internet : Total Audience 180,078 181,257 1 N/A
HandHeld Entertainment 1,476 6,298 327 156
TheStreet.com Sites 2,023 4,417 118 231
NFL Internet Group 8,059 14,368 78 59
Mattel Sites 7,431 10,737 44 86
Procter & Gamble 4,668 6,132 31 164
Pearson Education 6,667 8,633 29 109
Encyclopaedia Britannica 5,042 6,195 23 160
Comcast Corporation 20,659 25,279 22 26
ABC.COM 5,046 6,135 22 162
PriceGrabber 3,863 4,691 21 212

*Ranking based on the top 250 properties in August 2007

TABLE 2

Comscore Top 10 Gaining Categories by Percentage Change in Unique Visitors (U.S.)
August 2007 vs. July 2007
Total U.S. Home, Work and University Internet Users
Source: Comscore Media Metrix

 

 

Total Unique Visitors (000)
Jul-07 Aug-07 % Change
Total Internet : Total Audience 180,078 181,257 1
Training and Education 10,436 12,012 15
Incentives 16,509 17,885 8
Humor 27,918 30,198 8
Gay/Lesbian 2,592 2,802 8
Education - Information 58,757 63,234 8
Lotto/Sweepstakes 28,914 31,109 8
Sports/Outdoor 27,397 29,208 7
Health - Information 56,865 60,584 7
Technology - News 39,954 42,326 6
Religion 18,424 19,401 5

TABLE 3

Comscore Top 50 Properties (U.S.)
August 2007
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 181,257        
1 Yahoo! Sites 135,251   26 Comcast Corporation 25,279
2 Google Sites 128,544   27 Verizon Communications Corporation 25,033
3 Time Warner Network 124,263   28 CRAIGSLIST.ORG 23,987
4 Microsoft Sites 118,392   29 Bank of America 23,809
5 Fox Interactive Media 79,966   30 Photobucket.com LLC 23,727
6 eBay 79,707   31 Shopzilla.com Sites 21,644
7 Amazon Sites 53,904   32 Yellowpages.com Network 21,347
8 Ask Network 52,075   33 Superpages.com Network 21,344
9 Wikipedia Sites 48,386   34 Lycos Sites 20,375
10 Viacom Digital 44,888   35 CareerBuilder LLC 20,202
11 New York Times Digital 44,113   36 Real.com Network 20,116
12 Apple Inc. 42,744   37 Glam Media 20,058
13 Weather Channel, The 38,905   38 Gannett Sites 20,050
14 FACEBOOK.COM 33,745   39 ARTISTdirect Network 19,989
15 CNET Networks 32,490   40 ESPN 19,740
16 Adobe Sites 31,231   41 Travelport 18,215
17 Target Corporation 31,042   42 Cox Enterprises Inc. 18,025
18 Gorilla Nation 30,776   43 WhitePages 17,024
19 Wal-Mart 28,510   44 WebMD Health 16,945
20 AT&T, Inc. 28,501   45 Citysearch 16,869
21 Monster Worldwide 27,986   46 Weatherbug Property 16,722
22 Expedia Inc 27,034   47 E.W. Scripps 16,501
23 United Online, Inc 26,255   48 Ticketmaster 16,139
24 CBS Corporation 25,821   49 NBC Universal 16,107
25 Disney Online 25,606   50 The Mozilla Organization 15,637

 

TABLE 4

Comscore Ad Focus Ranking (U.S.)
August 2007
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 181,257 100%          
1 Advertising.com** 160,960 89%   26 AdDynamix.com** 70,932 39%
2 ValueClick** 135,762 75%   27 EBAY.COM 69,327 38%
3 Yahoo! 133,390 74%   28 Vibrant Media** 68,999 38%
4 Google Ad Network** 133,137 73%   29 MYSPACE.COM 68,392 38%
5 Tribal Fusion** 128,624 71%   30 Gorilla Nation Media 65,678 36%
6 Specific Media** 125,399 69%   31 MSN.COM Home Page 55,045 30%
7 Google 120,687 67%   32 Mapquest 52,793 29%
8 Casale Media Network** 117,118 65%   33 Ask Network 52,075 29%
9 Blue Lithium** 115,751 64%   34 Undertone Networks** 50,890 28%
10 AOL Media Network 114,522 63%   35 Business.com Network 45,527 25%
11 Traffic Marketplace** 108,006 60%   36 YOUTUBE.COM 44,894 25%
12 DRIVEpm** 105,483 58%   37 AMAZON.COM 43,976 24%
13 MSN-Windows Live 104,207 57%   38 Kontera** 41,275 23%
14 24/7 Real Media** 103,259 57%   39 EBAY.COM Home Page 40,260 22%
15 YAHOO.COM Home Page 95,363 53%   40 ABOUT.COM 38,320 21%
16 AOL 92,740 51%   41 FACEBOOK.COM 33,745 19%
17 Tremor Media 92,548 51%   42 WEATHER.COM 29,226 16%
18 Interclick** 85,712 47%   43 WALMART.COM 26,101 14%
19 CPX Interactive** 80,507 44%   44 Real Cities Network 25,668 14%
20 Burst Media** 80,278 44%   45 Disney Online 25,606 14%
21 adconion media group** 78,449 43%   46 Nick Kids & Family 25,052 14%
22 ContextWeb** 76,634 42%   47 CNN 24,214 13%
23 Centro 76,481 42%   48 PHOTOBUCKET.COM 23,246 13%
24 PrecisionClick** 71,589 39%   49 IMDB.COM 22,207 12%
25 AdBrite** 71,522 39%   50 Yellowpages.com Network 21,347 12%

Reach % denotes the percentage of the total Internet population that viewed a particular entity at least once in August. For instance, Yahoo! was seen by 74 percent of the more than 181 million Internet users in August.
* 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
 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 700 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
Director, Regional Product Marketing
Comscore, Inc.
+44 (0) 20 7099 1784
worldpress@comscore.com



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