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Friday, November 12, 2004
eBay
Reaches as Many H&G Shoppers Online as Home Depot, Lowes & HGTV
Together
A deep drill-down into demographics, ad types, advertisers, sizes and
delivery technologies reaching online Home and Garden shopper.
Top Online Home &
Garden Destinations, at Home
|
|
Unique Audience (000)
|
Active Reach (%)
|
|
eBay Home
|
2,441
|
2.3
|
|
The Home Depot
|
983
|
0.93
|
|
Lowe's
|
832
|
0.79
|
|
HGTV
|
680
|
0.64
|
|
DIY Network
|
434
|
0.41
|
|
Allposters.com
|
332
|
0.31
|
|
Pottery Barn
|
328
|
0.31
|
Source: Nielsen//NetRatings NetView Week ending Oct. 17, 2004 US, Home
Demographic Data for Home
& Garden Category
|
|
Unique Audience (000)
|
Audience Comp (%)
|
|
Total
|
26,925
|
100
|
|
Male
|
10,924
|
40.57
|
|
Female
|
16,001
|
59.43
|
|
Age
|
|
2 - 11
|
402
|
1.49
|
|
12 - 17
|
1,513
|
5.62
|
|
18 - 24
|
1,228
|
4.56
|
|
25 - 34
|
4,709
|
17.49
|
|
35 - 49
|
9,335
|
34.67
|
|
45+
|
13,122
|
48.74
|
|
55+
|
6,859
|
25.47
|
|
65+
|
2,351
|
8.73
|
|
HH
Income
|
|
$ 0 - 24999
|
1,703
|
6.33
|
|
$ 25000 - 49999
|
6,650
|
24.7
|
|
$ 50000 - 74999
|
7,662
|
28.46
|
|
$ 75000 - 99999
|
5,120
|
19.02
|
|
$ 100000 - 149999
|
3,596
|
13.36
|
|
$ 150000+
|
1,755
|
6.52
|
|
No Response
|
439
|
1.63
|
Source: Nielsen//NetRatings NetView Month of September 2004 US, Home
Data on the Home & Garden
Segment of the Consumer Goods Industry
|
Top
20 Advertisers
|
|
|
Impressions (000)
|
Share of all Impressions
|
|
Royal Philips
Electronics
|
16,396
|
20.4%
|
|
Sears, Roebuck and
Co.
|
9,310
|
11.6%
|
|
Unilever
|
8,371
|
10.4%
|
|
Budget Blinds, Inc.
|
5,958
|
7.4%
|
|
Fortune Brands,
Inc.
|
4,295
|
5.4%
|
|
American Standard
Companies Inc.
|
3,524
|
4.4%
|
|
Invention Channel
|
2,717
|
3.4%
|
|
General Electric
Company
|
2,433
|
3.0%
|
|
Royal Appliance
Mfg.
|
1,957
|
2.4%
|
|
The Scotts Company
|
1,473
|
1.8%
|
|
AB Electrolux
|
1,364
|
1.7%
|
|
Masco Corporation
|
1,313
|
1.6%
|
|
The Clorox Company
|
1,299
|
1.6%
|
|
Sherwin-Williams
|
1,154
|
1.4%
|
|
Georgia-Pacific
Corporation
|
912
|
1.1%
|
|
Quafferville
|
822
|
1.0%
|
|
Four Seasons
Sunrooms
|
819
|
1.0%
|
|
Oreck Holdings
|
765
|
1.0%
|
|
The Procter &
Gamble Company
|
736
|
0.9%
|
|
Bosch
|
706
|
0.9%
|
|
Total
|
80,223
|
100.0%
|
|
Top
Ad Sizes
|
|
|
Impressions (000)
|
Share of all Impressions
|
|
Leader Board
|
17,745
|
22.1%
|
|
Half banner
|
11,396
|
14.2%
|
|
Medium rectangle
|
10,075
|
12.6%
|
|
Wide skyscraper
|
8,427
|
10.5%
|
|
Full banner
|
7,165
|
8.9%
|
|
Non-standard
|
6,683
|
8.3%
|
|
Skyscraper
|
5,385
|
6.7%
|
|
Vertical banner
|
5,000
|
6.2%
|
|
Button #1
|
3,840
|
4.8%
|
|
Button #2
|
1,569
|
2.0%
|
|
Square button
|
1,056
|
1.3%
|
|
Micro bar
|
658
|
0.8%
|
|
Rectangle
|
606
|
0.8%
|
|
Square
|
309
|
0.4%
|
|
Large rectangle
|
278
|
0.3%
|
|
Vertical rectangle
|
33
|
0.0%
|
|
Total
|
80,225
|
100.0%
|
|
Ad
Delivery Types
|
|
|
Impressions (000)
|
Share of all Impressions
|
|
Inline
|
78,594
|
98.0%
|
|
Pop-Under
|
531
|
0.7%
|
|
Pop-Up
|
453
|
0.6%
|
|
Floating/Overlay
|
383
|
0.5%
|
|
Interstitial
|
263
|
0.3%
|
|
Total
|
80,224
|
100.0%
|
Source: Nielsen//NetRatings AdRelevance
Week Ending Oct. 17, 2004 US, Home and Work
Data on the Retail Goods
& Services Industry Home Improvement Segment
|
Top
20 Advertisers
|
|
|
Impressions (000)
|
Share of all Impressions
|
|
Cummins Industrial
Tools
|
13,700
|
10.1%
|
|
JustListed.com
|
10,857
|
8.0%
|
|
Cendant Corporation
|
8,100
|
6.0%
|
|
The Home Depot,
Inc.
|
7,835
|
5.8%
|
|
RE/MAX
International, Inc.
|
5,350
|
4.0%
|
|
The Halstead
Property Company
|
4,590
|
3.4%
|
|
zipRealty, Inc.
|
4,564
|
3.4%
|
|
TXU Corporation
|
3,621
|
2.7%
|
|
Prudential
Financial, Inc.
|
3,421
|
2.5%
|
|
ToolKing
|
3,133
|
2.3%
|
|
Coldwell Banker
Residential Brokerage
|
2,537
|
1.9%
|
|
Endless Pools, Inc.
|
2,486
|
1.8%
|
|
KB Home
|
2,339
|
1.7%
|
|
The ServiceMaster
Company
|
1,832
|
1.4%
|
|
Ryland Homes
|
1,753
|
1.3%
|
|
Morrison Homes
|
1,555
|
1.2%
|
|
ACE Hardware
Corporation
|
1,523
|
1.1%
|
|
Lowe's Companies,
Inc. | |
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