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oh, cyber-Grinch
Big push to sell DVDs of kid hit Dr. Seuss movie
By Marty Beard
You’re a hyped one, Mr. Grinch.
If the theme song to the classic cartoon and movie made from Dr. Seuss’s "How the Grinch Stole Christmas" were rewritten to reflect the story’s state in the internet age, it might sound a bit like that.
For the week ending Nov. 25, a small banner advertisement promoting the DVD release of last year’s film "The Grinch" made Universal Home Video one of the web’s top advertisers, according to data from Nielsen//NetRatings.
The banner was the seventh most widely seen on the web that week, reaching a unique audience of some 5.7 million people, roughly 7 percent of the body of active internet users. The Grinch banners generated some 16 million impressions.
The banner drew heavy exposure on Microsoft Network sites. The sites included MSN.com, msnmember.msn.com, my.msn.com, bestbuy.msn.com and radioshack.msn.com.
Advertising the release of the DVD of the Christmas tale plays into the general theme on the web these days, namely the holidays and especially holiday shopping.
To that end, eBay and Amazon both held onto their prominent spots in the rankings as well. EBay was the No. 7 property online for the week, and Amazon was the No. 8 property.
As people’s thoughts turn to their loved ones, they’re also turning to greeting card web sites, with AmericanGreetings.com rising to the No. 6 spot among all web properties, up from No. 13 in the week ending Nov. 18.
It’s hard to say conclusively whether the lingering anthrax scare is driving traffic to greeting card sites, but it does look like the internet is attracting people who might otherwise rely upon snail mail for their prefabricated greetings.
The U.S. Postal Service lost some $1.7 billion for its fiscal year, which recently came to an end.
That loss, the service says, was exacerbated by the Sept. 11 attacks, on top of heavy competition from private-sector companies like Federal Express, as well as the internet.
The holiday theme is also getting heavy play from weight-loss sites such as eDiets. The perennial top advertiser is capitalizing in its own way on the holiday spirit by appealing to those feeling a need to trim pounds by Christmas. Banners that appeared during Thanksgiving week offered web surfers the chance to try to shed 10 pounds by Christmas Day.
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Top 25 Properties |
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| Property |
Unique |
Reach % |
Time Spent |
| 1. AOL Time Warner |
40,818 |
51.5 |
0:14:33 |
| 2. Yahoo |
34,006 |
42.9 |
0:25:03 |
| 3. MSN |
30,478 |
38.5 |
0:22:36 |
| 4. Microsoft |
11,649 |
14.7 |
0:05:12 |
| 5. Lycos Network |
9,550 |
12.1 |
0:07:49 |
| 6. American Greetings |
9,447 |
11.9 |
0:08:37 |
| 7. eBay |
8,761 |
11.1 |
0:39:47 |
| 8. Amazon |
8,599 |
10.9 |
0:09:45 |
| 9. Google |
7,726 |
9.8 |
0:09:27 |
| 10. Walt Disney Internet Group |
7,213 |
9.1 |
0:15:00 |
| 11. Excite@Home |
6,837 |
8.6 |
0:11:52 |
| 12. eUniverse Network |
6,452 |
8.1 |
0:07:47 |
| 13. About-Primedia |
5,979 |
7.5 |
0:05:03 |
| 14. CNET Networks |
4,575 |
5.8 |
0:06:49 |
| 15. InfoSpace |
4,252 |
5.4 |
0:04:39 |
| 16. ClassMates Online |
4,083 |
5.2 |
0:04:52 |
| 17. Ask Jeeves |
3,708 |
4.7 |
0:04:33 |
| 18. AT&T |
3,576 |
4.5 |
0:10:36 |
| 19. EarthLink |
3,250 |
4.1 |
0:06:13 |
| 20. Gator.com |
3,135 |
4.0 |
0:06:11 |
| 21. Vivendi Universal |
3,051 |
3.9 |
0:09:41 |
| 22. EA Online |
3,024 |
3.8 |
0:49:42 |
| 23. iWon |
2,826 |
3.6 |
0:26:11 |
| 24. United Online |
2,801 |
3.5 |
0:09:13 |
| 25. Viacom International |
2,553 |
3.2 |
0:15:38 |
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Source: Nielsen//NetRatings |
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Top 10 Advertisers |
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| Advertiser |
Banner and |
Unique |
Reach % |
| 1. Microsoft Corp. |
855,207 |
24,248 |
30.59 |
| 2. AOL Time Warner |
795,783 |
30,884 |
38.96 |
| 3. Yahoo |
359,066 |
20,193 |
25.47 |
| 4. National Geographic Society |
250,342 |
11,305 |
14.26 |
| 5. Orbitz |
148,278 |
13,368 |
16.86 |
| 6. Oxygen Media. |
138,027 |
15,955 |
20.13 |
| 7. Barnes & Noble |
136,417 |
18,406 |
23.22 |
| 8. Oxygen Media |
129,744 |
14,803 |
18.67 |
| 9. Zairmail Inc. |
126,502 |
2,715 |
3.43 |
| 10. eDiets.com |
123,087 |
22,690 |
28.62 |
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Source: Nielsen//NetRatings |
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Top 25 Domains |
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| Domain |
Unique |
Reach % |
Time Spent |
| 1. yahoo.com |
32,341 |
40.8 |
0:25:15 |
| 2. aol.com |
29,691 |
37.5 |
0:12:22 |
| 3. msn.com |
26,976 |
34.0 |
0:19:02 |
| 4. passport.com |
14,661 |
18.5 |
0:02:56 |
| 5. microsoft.com |
10,908 |
13.8 |
0:05:05 |
| 6. ebay.com |
8,185 |
10.3 |
0:40:00 |
| 7. amazon.com |
8,184 |
10.3 |
0:09:35 |
| 8. google.com |
7,719 |
9.7 |
0:09:27 |
| 9. go.com |
6,974 |
8.8 |
0:15:15 |
| 10. geocities.com |
6,868 |
8.7 |
0:04:23 |
| 11. netscape.com |
6,499 |
8.2 |
0:08:33 |
| 12. bluemountain.com |
6,231 |
7.9 |
0:07:34 |
| 13. excite.com |
5,408 |
6.8 |
0:13:08 |
| 14. classmates.com |
4,083 |
5.2 |
0:04:51 |
| 15. cnn.com |
3,640 |
4.6 |
0:07:55 |
| 16. lycos.com |
3,621 |
4.6 |
0:08:49 |
| 17. americangreetings.com |
3,374 |
4.3 |
0:07:18 |
| 18. about.com |
3,203 |
4.0 |
0:03:21 |
| 19. tripod.com |
3,137 |
4.0 |
0:03:36 |
| 20. gator.com |
3,108 |
3.9 |
0:06:09 |
| 21. compuserve.com |
2,955 |
3.7 |
0:13:02 |
| 22. earthlink.net |
2,842 |
3.6 |
0:06:25 |
| 23. msnbc.com |
2,837 |
3.6 |
0:07:29 |
| 24. iwon.com |
2,826 |
3.6 |
0:26:11 |
| 25. angelfire.com |
2,567 |
3.2 |
0:05:06 |
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Source: Nielsen//NetRatings |
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Top 25 Advertising Domains |
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| Domain |
Banner |
Reach % |
| 1. msn.com |
1,104,488 |
30.12 |
| 2. yahoo.com |
929,552 |
33.18 |
| 3. musiccity.com |
266,173 |
2.93 |
| 4. aol.com |
254,465 |
24.02 |
| 5. ebay.com |
209,572 |
6.94 |
| 6. pogo.com |
201,659 |
2.76 |
| 7. netscape.com |
121,956 |
6.65 |
| 8. go.com |
109,796 |
6.75 |
| 9. lycos.com |
75,683 |
3.35 |
| 10. att.net |
65,073 |
2.58 |
| 11. monster.com |
53,062 |
1.58 |
| 12. classmates.com |
51,248 |
2.94 |
| 13. compuserve.com |
38,081 |
3.16 |
| 14. fastclick.net |
34,183 |
6.7 |
| 15. excite.com |
33,564 |
2.37 |
| 16. blackplanet.com |
33,157 |
0.54 |
| 17. cnn.com |
32,321 |
3.8 |
| 18. americangreetings.com |
29,061 |
2.8 |
| 19. cartoonnetwork.com |
23,381 |
1.26 |
| 20. netzero.net |
22,835 |
1.06 |
| 21. mapquest.com |
22,603 |
2.62 |
| 22. msnbc.com |
21,905 |
3.48 |
| 23. sportsline.com |
21,501 |
0.35 |
| 24. looksmart.com |
21,059 |
1.74 |
| 25. audiogalaxy.com |
20,900 |
0.91 |
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Source: Nielsen//NetRatings |
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Top Ten Banners |
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| Advertiser |
Unique |
Active |
Banner |
| 1. eDiets.com |
8,426 |
10.63 |
27,854 |
| 2. National Geographic Society |
7,476 |
9.43 |
140,674 |
| 3. Debticated Consumer Counseling |
6,701 |
8.45 |
29,479 |
| 4. Bonzi.com Software |
6,244 |
7.88 |
18,378 |
| 5. eDiets.com |
5,948 |
7.5 |
9,412 |
| 6. Orbitz |
5,904 |
7.45 |
34,288 |
| 7. Universal Home Video |
5,670 |
7.15 |
16,455 |
| 8. Orbitz |
5,584 |
7.04 |
24,012 |
| 9. National Geographic Society |
5,200 |
6.56 |
74,069 |
| 10. Debticated Consumer Counseling |
5,178 |
6.53 |
19,970 |
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Source: Nielsen//NetRatings |
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Average Usage |
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| Values |
Current Week |
Last Week |
% Chg |
| Number of Sessions per Week |
6 |
6 |
0.00 |
| Page Views per Week |
224 |
228 |
-1.75 |
| Page Views per Surfing Session |
37 |
36 |
2.78 |
| Time Spent per Week |
3:18:26 |
3:24:28 |
-2.95 |
| Time Spent during Surfing Session |
0:33:08 |
0:32:15 |
2.74 |
| Duration a Page Viewed |
0:00:54 |
0:00:54 |
-0.04 |
| Active Internet Universe |
79,272,157 |
77,757,131 |
1.95 |
| Current Internet Universe Estimate |
174,902,212 |
174,773,427 |
0.07 |
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Source: Nielsen//NetRatings |
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December 5, 2001 © 2001 Media Life
-Marty Beard is a staff writer for Media Life.
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