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Climbs up on About.com and Looksmart.com
By Jeremy Schlosberg
No one in the industry seems to be talking much about iWon, the CBS-backed portal that gives away money to attract visitors, but it seems to be emerging as a player in the ranks of second-tier portals, if that’s not a contradiction in terms.
Thanks no doubt to its mass-market "Why wouldn’t you?" ad campaign, iWon is pushing CBS towards the top 15 on the web properties list—it finished at No. 16 for the week ending Jan. 16, according to the new weekly numbers from Nielsen//NetRatings. On the list of top domains, iWon is poised closely behind rivals About.com and Looksmart.com.
In advertiser news, Datek, lately a dark horse in the online brokerage race, moved into the top 10 biggest advertisers on the net for the week being measured, finishing at No. 9, a notch ahead of competitor E-Trade.
And a new site has appeared on the list of sites favored by advertisers: Realtor.com, which is the official site of the National Association of Realtors, debuting at No. 6.
The banner list shows us that debt consolidation remains good post-holiday advertising business, with two ads from GetSmart and one from AmeriDebt among the top 10. An interesting new banner on the list for the week being measured was one from Blue Light/Yahoo, advertising Kmart’s new, free internet service.
Another interesting thing on the banner list: two banners from Uproar, the online game show site, one of which was showed a moving index finger and featured the tag line "Pull My Finger" and another line which said "Click For Sound." The precise meaning was not readily apparent but it sure was interesting.
| Top 25 Properties |
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| Property | Reach % |
Time |
| 1. AOL Websites | 45.86 |
0:11:24 |
| 2. Yahoo! | 40.66 |
0:25:35 |
| 3. MSN | 28.37 |
0:22:47 |
| 4. Lycos Network | 18.02 |
0:11:41 |
| 5. Excite@Home | 15.51 |
0:15:39 |
| 6. GO Network | 12.53 |
0:12:31 |
| 7. Microsoft | 10.66 |
0:06:01 |
| 8. NBC Internet | 9.34 |
0:07:23 |
| 9. AltaVista | 8.62 |
0:10:00 |
| 10. Time Warner | 8.05 |
0:08:51 |
| 11. eBay | 7.52 |
0:56:47 |
| 12. Amazon | 7.17 |
0:09:26 |
| 13. About.com | 5.77 |
0:05:40 |
| 14. The Go2Net Network | 5.23 |
0:07:22 |
| 15. ZDNet | 4.71 |
0:08:05 |
| 16. CBS | 4.63 |
0:17:05 |
| 17. LookSmart | 4.59 |
0:04:51 |
| 18. CNET | 4.23 |
0:06:18 |
| 19. Real Networks | 3.73 |
0:03:32 |
| 20. Fortune City | 3.53 |
0:02:59 |
| 21. AT&T | 3.49 |
0:12:08 |
| 22. Ask Jeeves | 3.45 |
0:09:25 |
| 23. InfoSpace | 3.44 |
0:04:03 |
| 24. Weather Channel | 3.44 |
0:05:27 |
| 25. Travelocity | 3.41 |
0:12:39 |
| Source: Nielsen//NetRatings |
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| Top 10 Advertisers |
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| Advertiser | Impressions |
Reach % |
| 1. TRUSTe | 558,915,152 |
23.08 |
| 2. Microsoft | 260,093,923 |
31.07 |
| 3. Yahoo! | 145,594,232 |
27.66 |
| 4. Amazon | 139,258,965 |
33.09 |
| 5. America Online | 84,515,999 |
25.44 |
| 6. SexTracker | 70,530,788 |
6.21 |
| 7. Next Card | 68,960,611 |
19.51 |
| 8. Barnes and Noble | 63,110,444 |
18.47 |
| 9. Datek | 56,102,672 |
5.57 |
| 10. E*TRADE | 55,513,329 |
4.36 |
| Source: Nielsen//NetRatings |
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| Top 25 Domains |
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| Domain | Reach % | Time |
| 1. yahoo.com | 35.64 |
0:26:36 |
| 2. aol.com | 30.09 |
0:09:15 |
| 3. msn.com | 25.67 |
0:20:28 |
| 4. netscape.com | 14.78 |
0:11:03 |
| 5. passport.com | 13.60 |
0:04:35 |
| 6. geocities.com | 12.96 |
0:06:03 |
| 7. go.com | 10.51 |
0:12:00 |
| 8. microsoft.com | 10.21 |
0:06:01 |
| 9. lycos.com | 9.66 |
0:07:28 |
| 10. excite.com | 8.28 |
0:19:41 |
| 11. ebay.com | 7.52 |
0:56:46 |
| 12. altavista.com | 7.33 |
0:08:15 |
| 13. amazon.com | 6.62 |
0:08:19 |
| 14. bluemountain.com | 6.02 |
0:09:10 |
| 15. angelfire.com | 5.97 |
0:05:37 |
| 16. tripod.com | 5.13 |
0:04:23 |
| 17. snap.com | 5.09 |
0:07:33 |
| 18. looksmart.com | 4.38 |
0:04:43 |
| 19. about.com | 3.85 |
0:06:14 |
| 20. iwon.com | 3.77 |
0:19:26 |
| 21. cnet.com | 3.69 |
0:06:07 |
| 22. zdnet.com | 3.68 |
0:07:30 |
| 23. real.com | 3.62 |
0:03:27 |
| 24. xoom.com | 3.53 |
0:04:48 |
| 25. weather.com | 3.44 |
0:05:27 |
| Source: Nielsen//NetRatings |
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| Top 10 Advertising Domains |
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| Domain | Impressions |
Reach % |
| 1. yahoo.com | 637,554,616 |
33.03 |
| 2. ebay.com | 542,838,039 |
7.80 |
| 3. aol.com | 284,171,472 |
24.26 |
| 4. msn.com | 137,038,089 |
17.61 |
| 5. zone.com | 124,376,996 |
0.76 |
| 6. realtor.com | 85,924,161 |
1.16 |
| 7. go.com | 84,212,360 |
9.00 |
| 8. excite.com | 75,929,964 |
6.39 |
| 9. lycos.com | 66,683,695 |
7.29 |
| 10. netscape.com | 66,524,355 |
10.32 |
| Source: Nielsen//NetRatings |
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| Top 10 Banners |
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| Advertiser | Impressions |
Reach % |
| 1. Bonzi Software | 7,010,321 |
5.89 |
| 2. GetSmart | 6,552,030 |
4.27 |
| 3. AmeriDebt | 3,584,044 |
4.12 |
| 4. BlueLight/Yahoo | 13,719,362 |
4.12 |
| 5. GetSmart | 5,844,409 |
4.03 |
| 6. PageNet | 12,264,663 |
3.82 |
| 7. Rocketlinks | 5,776,256 |
3.46 |
| 8. Uproar | 2,924,722 |
3.35 |
| 9. Next Card | 4,942,491 |
3.23 |
| 10. Uproar | 2,673,315 |
3.17 |
| Source: Nielsen//NetRatings |
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| Web
Usage |
|||
| Values | Current |
Last Week | %Change |
| Number of Sessions per Week | 6 |
6 |
0 |
| Number of Unique Sites Visited | 6 |
6 |
0 |
| Page Views per Week | 185 |
196 |
-5.61 |
| Page Views per Surfing Session | 32 |
34 |
-5.88 |
| Time Spent per Month | 2: 56: 37 |
2: 54: 29 |
1.22 |
| Time Spent During Surfing Session | 0: 30: 19 |
0: 30: 18 |
0.06 |
| Duration of a Page viewed | 0: 00: 57 |
0: 00: 53 |
6.3 |
| Average Click Rate for Top Banners | 0.30 |
0.32 |
-6.25 |
| Total Internet Audience Sample | 38,989 |
39,059 |
-0.18 |
| Active Internet Universe | 54,919,360 |
55,048,492 |
-0.23 |
| Current Internet Universe Estimate | 122,679,668 |
122,696,818 |
-0.01 |
| Source: Nielsen//NetRatings |
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-Jeremy Schlosberg is the senior editor for new media.