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November 17, 2006

Nielsen NetRatings - Top Automotive Sites

posted by MR WAVETHEORY at 11/17/2006 12:51:00 AM
Nielsen reported some interesting data on the top automotive destinations on the Internet.
  • The top destinations are eBay Motors (Nasdaq EBAY), AOL Auto (NYSE TWX), and Kelley Blue Book. eBay Inc. had 5.2 million uniques which is twice the audience of AOL Auto which had 1.9 million uniques.
  • The predominant demographic of auto site visitors are 35-49. Males were 58% vs female were 42%.
  • The top automotive advertisers were General Motors Corporation (NYSE GM), Ford Motor Company (NYSE F) and DaimlerChrysler AG (USA) (NYSE DCX) which bought 38%, 33% , and 9% of impressions respectively. The Japanese car makers did not advertise as heavily. Toyota Motor Corporation (ADR) (NYSE TM), Nissan Motor Co., Ltd. (ADR) (NYSE NSANY), and Honda Motor Co., Ltd. (ADR) (NYSE HMC) accounted for 3.8%, 2.7%, and 2.4% of impressions.

Automotive Advertising Online: Sites, Types and Viewers

A drill-down into Online automotive advertising to reveal popular sites, reader demographics, advertisers, ad sizes and delivery types.





Top 10 Online Automotive Destinations Week ending October 15, 2006 US, Home and Work

Brand or Channel

Unique Audience (000)

Active Reach (%)

eBay Motors

5,261

3.94

AOL Auto

1,918

1.44

Kelley Blue Book

1,426

1.07

Edmunds.com^

1,347

1.01

Ford

1172

0.88

MSN Autos

1,148

0.86

AAA

1,092

0.82

Yahoo! Autos

1,078

0.81

Honda

1,073

0.8

AutoTrader.com^

996

0.75

Source: Nielsen//NetRatings NetView

Demographic Data for Automotive Category Month of September 2006 US, Home and Work


Target

Unique Audience (000)

Audience Composition (%)

Total


51,080

100

Male


29,990

58.71

Female


21,090

41.29

Age

2 - 11

1,004

1.97


12 - 17

2,880

5.64


18 - 24

2,235

4.37


25 - 34

7,755

15.18


35 - 49

19,040

37.27


45+

25,091

49.12


55+

11,817

23.13


65+

3,851

7.54

HH Income

$ 0 - 24999

2,625

5.14


$ 25000 - 49999

10,647

20.84


$ 50000 - 74999

13,405

26.24


$ 75000 - 99999

10,295

20.15


$ 100000 - 149999

8,485

16.61


$ 150000+

4,838

9.47


No Response

784

1.54

Source: Nielsen//NetRatings NetView

Data on the Automotive Industry Week ending October 15, 2006 US, Home and Work

Top 20 Advertisers

Company

Impressions (000)

Share of all Impressions

General Motors Corporation

771,047

38.4%

Ford Motor Company

664,270

33.1%

DaimlerChrysler Corporation

196,630

9.8%

Toyota Motor Corporation

75,961

3.8%

Nissan Motor Co., Ltd.

53,411

2.7%

Honda Motor Co., Ltd.

48,997

2.4%

Suzuki Motor Corporation

27,736

1.4%

Volkswagen AG

16,914

0.8%

BMW AG

14,237

0.7%

Hyundai Motor Company

11,617

0.6%

Mazda Motor Corporation

9,498

0.5%

Fitzpatrick Chevrolet-Buick-HUMMER

6,536

0.3%

Harley-Davidson, Inc.

6,057

0.3%

Bob Dance Automotive

4,319

0.2%

Bombardier

3,939

0.2%

Group 1 Automotive, Inc.

3,033

0.2%

Western Washington TDA

2,532

0.1%

Resnick Auto Group

2,253

0.1%

Van Chevrolet -Arizona

1,655

0.1%

BMW Bay Area

1,591

0.1%

Total

2,008,840

100.0%

Source: Nielsen//NetRatings AdRelevance

Top Ad Sizes





Dimensions

Impressions (000)

Share of all Impressions

Medium Rectangle

(300x250)

757,263

37.7%

Leaderboard

(728x90)

484,129

24.1%

Non-Standard Dimension


417,612

20.8%

Wide Skyscraper

(160x600)

150,086

7.5%

Skyscraper

(120x600)

45,927

2.3%

Full Banner

(468x60)

42,489

2.1%

Rectangle

(180x150)

36,349

1.8%

Half Banner

(234x60)

20,605

1.0%

Button #2

(120x60)

20,388

1.0%

Button #1

(120x90)

19,062

0.9%

Large Rectangle

(336x280)

4,819

0.2%

Micro Bar

(88x31)

3,918

0.2%

Square Button

(125x125)

3,190

0.2%

Vertical Banner

(120x240)

1,878

0.1%

Vertical Rectangle

(240x400)

706

0.0%

Square

(250x250)

466

0.0%

Total


2,008,887

100.0%

Source: Nielsen//NetRatings AdRelevance

Ad Delivery Types



Ad Delivery

Impressions (000)

Share of all Impressions

In-Page

1,957,038

97.4%

Expanding

46,638

2.3%

Over-Page

3,525

0.2%

Transitional

1,238

0.1%

Pop-Up

250

0.0%

Pop-Under

199

0.0%

Total

2,008,888

100.0%

Source: Nielsen//NetRatings AdRelevance

Note: Nielsen//NetRatings AdRelevance reporting data reflects advertising activity served on pages accessible via the World Wide Web and not within AOL's proprietary service

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