Commentary
Home & Garden Sites, Demographics and Advertisers
- by Jack Loechner , Staff Writer @mp_research, March 24, 2006
A drill down into online home and garden destinations with viewer demographics, advertisers, ad sizes and types.
Top 8 Online Home and Garden DestinationsWeek ending February 12, 2006 US, Home and Work | ||
Brand or Channel | Unique Audience (000) | Active Reach (%) |
eBay Home | 5,036 | 3.86 |
HGTV - Home & Garden TV | 4,005 | 3.07 |
The Home Depot | 2,848 | 2.18 |
Lowe's | 1,579 | 1.21 |
eBay Crafts | 1,435 | 1.1 |
Home Shopping Network | 1,224 | 0.94 |
DIY Network | 515 | 0.39 |
Collections Etc. | 405 | 0.31 |
Source: Nielsen//NetRatings NetView | ||
Demographic Data for Home and Garden Category Month of January 2006 US, Home and Work | |||
| Target | Unique Audience (000) | Audience Composition (%) |
Total |
| 54,076 | 100 |
Male |
| 24,104 | 44.57 |
Female |
| 29,973 | 55.43 |
Age | 2 - 11 | 1,003 | 1.85 |
| 12 - 17 | 1,914 | 3.54 |
| 18 - 24 | 1,597 | 2.95 |
| 25 - 34 | 8,309 | 15.37 |
| 35 - 49 | 21,477 | 39.72 |
| 45+ | 27,242 | 50.38 |
| 55+ | 13,133 | 24.29 |
| 65+ | 4,080 | 7.55 |
HH Income | $ 0 - 24999 | 2,737 | 5.06 |
| $ 25000 - 49999 | 11,665 | 21.57 |
| $ 50000 - 74999 | 14,232 | 26.32 |
| $ 75000 - 99999 | 10,540 | 19.49 |
| $ 100000 - 149999 | 9,520 | 17.6 |
| $ 150000+ | 4,521 | 8.36 |
| No Response | 861 | 1.59 |
Source: Nielsen//NetRatings NetView | |||
Data on the Consumer Goods Industry, Home and Garden SegmentWeek ending February 12, 2006 US, Home and Work
Top 15 Advertisers | ||
| Impressions (000) | Share of all Impressions |
Endless Pools, Inc. | 47,338 | 29.1% |
Jeld-Wen | 12,430 | 7.6% |
California Closets | 11,362 | 7.0% |
Oreck Holdings | 8,806 | 5.4% |
The Procter & Gamble Company | 7,863 | 4.8% |
Sears, Roebuck and Co. | 7,520 | 4.6% |
The Clorox Company | 6,787 | 4.2% |
Altria Group Inc. | 5,397 | 3.3% |
Tempur-Pedic Direct Response, Inc. | 5,274 | 3.2% |
IKEA | 4,051 | 2.5% |
Quafferville | 3,706 | 2.3% |
General Electric Company | 2,627 | 1.6% |
Kidde | 2,431 | 1.5% |
BISSELL | 2,342 | 1.4% |
Furniture Brands International, Inc. | 2,315 | 1.4% |
Total | 162,931 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Top Ad Sizes | |||
| Dimensions | Impressions (000) | Share of Impressions |
Square Button | (125x125) | 35,935 | 22.1% |
Leaderboard | (728x90) | 35,130 | 21.6% |
Medium Rectangle | (300x250) | 24,513 | 15.0% |
Wide Skyscraper | (160x600) | 15,940 | 9.8% |
Full Banner | (468x60) | 11,814 | 7.3% |
Non-Standard Dimension |
| 10,176 | 6.2% |
Half Banner | (234x60) | 6,734 | 4.1% |
Button #2 | (120x60) | 5,721 | 3.5% |
Vertical Banner | (120x240) | 5,427 | 3.3% |
Rectangle | (180x150) | 3,551 | 2.2% |
Skyscraper | (180x150) | 2,628 | 1.6% |
Button #1 | (120x90) | 2,326 | 1.4% |
Micro Bar | (88x31) | 1,892 | 1.2% |
Large Rectangle | (336x280) | 605 | 0.4% |
Unspecified |
| 295 | 0.2% |
Square | (250x250) | 178 | 0.1% |
Vertical Rectangle | (240x400) | 63 | 0.0% |
Total |
| 162,928 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | |||
Ad Delivery Types | ||
| Impressions (000) | Share of all Impressions |
Inline | 158,154 | 97.1% |
Pop-Under | 3,433 | 2.1% |
Floating/Overlay | 1,257 | 0.8% |
Pop-Up | 81 | 0.0% |
Total | 162,925 | 100.0% |
Source: Nielsen//NetRatings AdRelevance | ||
Nielsen//NetRatings AdRelevance reporting data reflects advertising activity served on pages accessible via the World Wide Web and not within AOL's proprietary service.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.