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with post-Xmas cures
Neway debt clinic has two of most-viewed ads
By Jeremy Schlosberg
Among the
usual mix of online ads for credit cards, Amazon.com and low-interest
mortgages comes at least one sign that perhaps holiday shoppers spent a
little too much this past Christmas season: Two of the week’s top 10
banners on the web were ads for Neway, a debt counseling service.
For the week ending Jan. 7, the Linthicum, Md.-based Neway—a
200-person non-profit company—had the Nos. 8 and 9 most-viewed banner
ads on the web, according to new data from Nielsen//NetRatings.
Incorporated in 1997, Neway has hit the banner big time in
part because of a recently renegotiated deal with Yahoo that moved the
firm’s banners onto the Yahoo home page instead of further into the site
on less-viewed pages.
But another reason Neway scored top banners for the week is
because people must indeed be feeling strapped enough to be going to Yahoo
to look for help. Neway has a keyword deal with the portal giant that will
trigger its banners when people search for phrases such as "debt
consolidation" and "credit counseling."
Neway also advertises on a number of smaller web sites, the
names of which the company will not disclose, as well as on the radio and
in the yellow pages.
The ads which hit the top-banners chart for the week of Jan.
7 feature the tag line," The way to a debt-free life."
Elsewhere on the web ratings charts for the week, the search engine
Google, long a favorite of the web cognoscenti, is solidifying its place
among the web’s top 25 properties, according to Nielsen//NetRatings.
Google first appeared on the chart at No. 24 in mid-December
and has remained in that vicinity every week but the one between Christmas
and New Year’s.
For the week ending Jan. 7 it moved to No. 23 with
almost 2.4 million visitors—not much more than a half a million away
from the much more widely marketed Ask Jeeves, which itself has dipped as
low as No. 22 in recent weeks.
|
Top 25 Properties |
|||
|
Property |
Unique_Audience |
Reach_% |
Time |
|
1. AOL Websites |
29,681,025 |
44.06 |
0:13:59 |
|
2. Yahoo! |
24,666,746 |
36.62 |
0:28:28 |
|
3. MSN |
22,542,394 |
33.46 |
0:21:13 |
|
4. Excite@Home |
9,161,337 |
13.6 |
0:06:00 |
|
5. Microsoft |
7,869,043 |
11.68 |
0:08:29 |
|
6. Lycos Network |
7,640,285 |
11.34 |
0:15:48 |
|
7. Walt Disney Internet Group |
6,054,238 |
8.99 |
0:13:38 |
|
8. eBay |
5,769,817 |
8.57 |
0:11:19 |
|
9. eUniverse Network |
4,944,900 |
7.34 |
0:55:20 |
|
10. Time Warner |
4,867,620 |
7.23 |
0:06:57 |
|
11. Amazon |
4,843,021 |
7.19 |
0:09:12 |
|
12. NBC Internet |
4,393,644 |
6.52 |
0:07:18 |
|
13. About |
3,990,930 |
5.92 |
0:09:03 |
|
14. LookSmart |
3,955,712 |
5.87 |
0:08:21 |
|
15. CNET Networks |
3,925,506 |
5.83 |
0:04:49 |
|
16. AltaVista |
3,066,822 |
4.55 |
0:06:18 |
|
17. Uproar |
2,981,111 |
4.43 |
0:26:41 |
|
18. Napster Inc. |
2,931,149 |
4.35 |
0:08:56 |
|
19. Ask Jeeves |
2,925,574 |
4.34 |
0:06:33 |
|
20. iWon.com Inc. |
2,907,016 |
4.32 |
0:06:21 |
|
21. EarthLink |
2,562,553 |
3.8 |
0:06:42 |
|
22. The Go2Net Network |
2,460,123 |
3.65 |
0:04:31 |
|
23. Google |
2,384,490 |
3.54 |
0:07:01 |
|
24. American Greetings |
2,285,183 |
3.39 |
0:05:43 |
|
25. Weather Channel |
2,237,989 |
3.32 |
0:07:49 |
| Source:
Nielsen//NetRatings
|
|||
|
Top Ten Advertisers |
||
|
Advertiser |
Impressions |
Reach_% |
|
1. Microsoft |
463,707,494 |
34.8 |
|
2. Yahoo! |
174,367,339 |
22.53 |
|
3. Amazon |
163,665,197 |
33.24 |
|
4. Barnes and Noble |
142,715,265 |
27.59 |
|
5. eBay |
115,393,760 |
16.81 |
|
6. America Online |
110,774,394 |
21.82 |
|
7. Next Card |
65,789,800 |
16.11 |
|
8. Netscape |
61,917,665 |
14.92 |
|
9. Lycos |
58,708,570 |
3.88 |
|
10. GetSmart |
51,051,558 |
14.4 |
| Source:
Nielsen//NetRatings
|
||
|
Top 25 Domains |
|||
|
Domain |
Unique_Audience |
Reach_% |
Time |
|
1. yahoo.com |
22,238,110 |
33.01 |
0:29:47 |
|
2. aol.com |
21,798,209 |
32.36 |
0:11:58 |
|
3. msn.com |
18,961,660 |
28.15 |
0:19:43 |
|
4. passport.com |
12,061,928 |
17.91 |
0:04:06 |
|
5. microsoft.com |
6,439,451 |
9.56 |
0:06:24 |
|
6. geocities.com |
5,738,077 |
8.52 |
0:13:41 |
|
7. go.com |
5,624,872 |
8.35 |
0:05:22 |
|
8. netscape.com |
5,403,204 |
8.02 |
0:12:01 |
|
9. ebay.com |
5,144,779 |
7.64 |
0:54:51 |
|
10. excite.com |
4,512,942 |
6.7 |
0:20:46 |
|
11. amazon.com |
4,492,637 |
6.67 |
0:05:48 |
|
12. lycos.com |
4,078,904 |
6.06 |
0:09:35 |
|
13. bluemountain.com |
3,882,365 |
5.76 |
0:07:47 |
|
14. nbci.com |
3,723,624 |
5.53 |
0:05:59 |
|
15. looksmart.com |
3,315,614 |
4.92 |
0:26:41 |
|
16. napster.com |
2,931,149 |
4.35 |
0:03:28 |
|
17. iwon.com |
2,907,016 |
4.32 |
0:04:12 |
|
18. altavista.com |
2,683,539 |
3.98 |
0:04:57 |
|
19. iwin.com |
2,656,564 |
3.94 |
0:08:28 |
|
20. google.com |
2,384,490 |
3.54 |
0:03:59 |
|
21. angelfire.com |
2,258,382 |
3.35 |
0:16:00 |
|
22. americangreetings.com |
2,253,980 |
3.35 |
0:08:17 |
|
23. tripod.com |
2,253,066 |
3.34 |
0:09:27 |
|
24. weather.com |
2,237,989 |
3.32 |
0:07:01 |
|
25. compuserve.com |
2,174,252 |
3.23 |
0:05:45 |
| Source:
Nielsen//NetRatings
|
|||
|
Top 25 Advertising Domains |
||
|
Domain |
Impressions |
Reach_% |
|
1. yahoo.com |
593,864,600 |
29.23 |
|
2. msn.com |
498,927,835 |
25.78 |
|
3. ebay.com |
489,332,836 |
7.94 |
|
4. Aol.com |
382,915,594 |
22.87 |
|
5. lycos.com |
120,745,804 |
5.07 |
|
6. netscape.com |
111,057,134 |
7.43 |
|
7. go.com |
89,617,005 |
6.93 |
|
8 .excite.com |
79,833,567 |
5.67 |
|
9. altavista.com |
51,083,813 |
3.35 |
|
10. looksmart.com |
50,871,725 |
3.51 |
|
11. passport.com |
50,846,347 |
10.52 |
|
12. iwin.com |
46,679,825 |
4.07 |
|
13. monster.com |
42,960,720 |
1.61 |
|
14. nbci.com |
38,980,307 |
3.71 |
|
15. ezboard.com |
36,017,969 |
0.63 |
|
16. americangreetings.com |
31,642,784 |
3.28 |
|
17. pogo.com |
31,517,076 |
1.05 |
|
18. classmates.com |
31,247,820 |
1.21 |
|
19. realtor.com |
30,874,726 |
0.93 |
|
20. uproar.com |
30,092,444 |
0.55 |
|
21. att.net |
29,688,492 |
1.25 |
|
22. infospace.com |
29,161,298 |
1.87 |
|
23. earthlink.net |
28,900,921 |
1.72 |
|
24. cnet.com |
28,667,867 |
2.07 |
|
25. juno.com |
27,696,325 |
1.48 |
| Source:
Nielsen//NetRatings
|
||
|
Top Ten Banners |
|||
|
Advertiser |
Impressions |
Unique_Audience |
Reach_% |
|
1. Bonzi Software |
20,754,287 |
6,152,796 |
9.13 |
|
2. ClassMates |
13,649,927 |
3,893,128 |
5.78 |
|
3. Colonize |
18,591,962 |
3,852,404 |
5.72 |
|
4. Amazon |
7,481,674 |
3,202,572 |
4.75 |
|
5. Capital One |
14,545,776 |
3,160,888 |
4.69 |
|
6. GetSmart |
9,817,447 |
3,078,782 |
4.57 |
|
7. GetSmart |
10,787,344 |
2,963,763 |
4.4 |
|
8. Neway |
6,205,935 |
2,951,622 |
4.38 |
|
9. Neway |
6,146,438 |
2,925,998 |
4.34 |
|
10. ClassMates |
14,594,831 |
2,844,468 |
4.22 |
| Source:
Nielsen//NetRatings
|
|||
|
Average Usage |
|||
|
Values |
Current Week |
Last Week |
%Change |
|
Number of Sessions per Week |
5 |
5 |
0 |
|
Number of Unique Sites Visited |
5 |
5 |
0 |
|
Page Views per Week |
184 |
176 |
4.55 |
|
Page Views per Surfing Session |
34 |
33 |
3.03 |
|
Time Spent per Week |
2:52:41 |
2:42:51 |
6.03 |
|
Time Spent per Surfing Session |
0:31:30 |
0:30:56 |
1.83 |
|
Duration of a Page viewed |
0:00:56 |
0:00:56 |
0 |
|
Average Click Rate for Top Banners |
0.27 |
0.21 |
28.57 |
|
Total Internet Audience Sample |
59,490 |
59,892 |
-0.67 |
|
Active Internet Universe |
67,361,982 |
63,548,361 |
6 |
|
Current Internet Universe Estimate |
163,033,535 |
158,756,922 |
2.69 |
| Source:
Nielsen//NetRatings
|
|||
-Jeremy Schlosberg is the senior editor for new media. Marty Beard assisted in the reporting of this story.
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