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appeals to the masses
Further evidence that web's going mainstream
By Jeremy Schlosberg
Fingerhut, the
No. 2 catalog retailer in the U.S., has decided the time is right to
increase its web presence.
The Minnesota-based
direct marketer had the No. 2 most-viewed banner ad on the web for the
week ending Jan. 21, according to new data from Nielsen//NetRatings.
The ad reached 4.7
million unique visitors, delivering 15.3 million impressions, ranking only
behind the irrepressible Bonzi Software, which had the No. 1 banner for
the week, placed in front of 7.5 million surfers.
Neither of these
ads came close to the reach of the No. 1 ad from the week before, a banner
for the astrology site Astrocenter.com, which reached nearly 11.2 million
web users through plastering some 84 million impressions.
For the week ending Jan.
21, Astrocenter came somewhat back down to earth; it had the No. 3 banner,
reaching 4.2 million people.
The ad for
Fingerhut is a no-nonsense banner that first features the words "Easy
payment options," which then fade and are followed by the phrases
"Huge product assortment" and, lastly, "Totally secure
ordering."
Fingerhut, a wholly
owned subsidiary of Federated Department Stores since 1999, specializes in
targeting low- to middle-income families, offering a liberal credit policy
and payment plans.
Like the emergence
of Walmart.com as a Top 50 property in December, the Fingerhut ad is
another sign of the down-scaling of the web in its continued development
as a true mass medium.
Fingerhut designed
the banner in house, according to a company spokesperson. It’s one of
several running on a campaign across web sites on the DoubleClick network
that debuted in the last two weeks.
Through print
catalogs and a series of web sites, Fingerhut sells a variety of
merchandise including home electronics, flowers, housewares, and gift
foods.
The company was founded
in 1948 as a maker of auto seat covers. The business expanded through the
‘50s and ‘60s, at which point it developed in earnest a core customer
base of lower- to middle-income consumers. For awhile in the 1970s it was
the country’s largest mail-order-only retailer.
Fingerhut went
online in 1998, and has since then acquired stakes in a number of internet
retailers and service companies including PC Flower and Gifts.com,
FreeShop.com and Roxy.com.
In news off the chart
for the week, Nielsen//NetRatings reports that web users are already
starting to think about their taxes, as traffic surged at both Intuit.com
and IRS.gov.
Intuit, which
makes the popular Turbotax software program, saw its visitors nearly
double over the previous week, to 608,000, while traffic to the government’s
IRS.gov site increased 57 percent over the previous week, to 551,000.
|
Top 25 Properties |
|||
|
Property |
Unique_Audience |
Reach_% |
Time |
|
1. AOL Websites |
28,337,785 |
43.09 |
0:13:59 |
|
2. Yahoo! |
23,448,157 |
35.66 |
0:28:28 |
|
3. MSN |
21,831,983 |
33.2 |
0:21:13 |
|
4. Lycos Network |
7,300,923 |
11.1 |
0:06:00 |
|
5. Excite@Home |
7,122,291 |
10.83 |
0:08:29 |
|
6. Microsoft |
6,981,513 |
10.62 |
0:15:48 |
|
7. Walt Disney Internet Group |
5,523,766 |
8.4 |
0:13:38 |
|
8. eBay |
5,364,633 |
8.16 |
0:11:19 |
|
9. Time Warner |
4,760,548 |
7.24 |
0:55:20 |
|
10. eUniverse Network |
4,249,666 |
6.46 |
0:06:57 |
|
11. NBC Internet |
4,058,052 |
6.17 |
0:09:12 |
|
12. About |
3,878,939 |
5.9 |
0:07:18 |
|
13. Amazon |
3,805,556 |
5.79 |
0:09:03 |
|
14. LookSmart |
3,803,462 |
5.78 |
0:08:21 |
|
15. CNET Networks |
3,793,088 |
5.77 |
0:04:49 |
|
16. AltaVista |
2,877,929 |
4.38 |
0:06:18 |
|
17. Napster Inc. |
2,807,921 |
4.27 |
0:26:41 |
|
18. Ask Jeeves |
2,793,787 |
4.25 |
0:08:56 |
|
19. EarthLink |
2,339,150 |
3.56 |
0:06:33 |
|
20. Google |
2,270,692 |
3.45 |
0:06:21 |
|
21. The Go2Net Network |
2,250,196 |
3.42 |
0:06:42 |
|
22. Uproar |
2,238,543 |
3.4 |
0:04:31 |
|
23. Weather Channel |
2,220,172 |
3.38 |
0:07:01 |
|
24. iWon.com Inc. |
2,185,813 |
3.32 |
0:05:43 |
|
25. Viacom International |
2,004,007 |
3.05 |
0:07:49 |
| Source:
Nielsen Net//Ratings
|
|||
|
Top Ten Advertisers |
||
|
Advertiser |
Impressions |
Reach_% |
|
1. Microsoft |
294,210,396 |
30.09 |
|
2. Amazon |
158,982,666 |
31.93 |
|
3. eBay |
119,022,220 |
14.68 |
|
4. Yahoo! |
112,245,666 |
21.59 |
|
5. America Online |
92,271,080 |
18.57 |
|
6. Barnes and Noble |
82,718,115 |
16.37 |
|
7. Next Card |
67,498,136 |
17.15 |
|
8. ClassMates |
58,998,595 |
15.26 |
|
9. Ad Council |
45,159,954 |
5.33 |
|
10. Netscape |
45,107,474 |
12.47 |
| Source:
Nielsen Net//Ratings
|
||
|
Top 25 Domains |
|||
|
Domain |
Unique_Audience |
Reach_% |
Time |
|
1. yahoo.com |
21,030,051 |
31.98 |
0:29:47 |
|
2. aol.com |
21,019,800 |
31.96 |
0:11:58 |
|
3. msn.com |
17,822,511 |
27.1 |
0:19:43 |
|
4. passport.com |
11,757,085 |
17.88 |
0:04:06 |
|
5. microsoft.com |
5,718,460 |
8.7 |
0:06:24 |
|
6. geocities.com |
5,610,461 |
8.53 |
0:13:41 |
|
7. netscape.com |
5,276,756 |
8.02 |
0:05:22 |
|
8. go.com |
5,087,320 |
7.74 |
0:12:01 |
|
9. ebay.com |
4,789,991 |
7.28 |
0:54:51 |
|
10. excite.com |
4,007,849 |
6.09 |
0:20:46 |
|
11. lycos.com |
3,802,177 |
5.78 |
0:05:48 |
|
12. amazon.com |
3,519,561 |
5.35 |
0:09:35 |
|
13. nbci.com |
3,407,358 |
5.18 |
0:07:47 |
|
14. looksmart.com |
3,269,881 |
4.97 |
0:05:59 |
|
15. napster.com |
2,807,921 |
4.27 |
0:26:41 |
|
16. altavista.com |
2,489,753 |
3.79 |
0:03:28 |
|
17. tripod.com |
2,276,533 |
3.46 |
0:04:12 |
|
18. google.com |
2,270,692 |
3.45 |
0:04:57 |
|
19. weather.com |
2,220,172 |
3.38 |
0:08:28 |
|
20. iwon.com |
2,185,813 |
3.32 |
0:03:59 |
|
21. bluemountain.com |
2,131,617 |
3.24 |
0:16:00 |
|
22. compuserve.com |
2,017,057 |
3.07 |
0:08:17 |
|
23. angelfire.com |
2,012,848 |
3.06 |
0:09:27 |
|
24. bonzi.com |
1,894,578 |
2.88 |
0:07:01 |
|
25. ask.com |
1,841,268 |
2.8 |
0:05:45 |
| Source:
Nielsen Net//Ratings
|
|||
|
Top 25 Advertising Domains |
||
|
Domain |
Impressions |
Reach_% |
|
1. yahoo.com |
523,830,882 |
28.98 |
|
2. msn.com |
386,104,049 |
23.81 |
|
3. aol.com |
305,700,575 |
21.07 |
|
4. ebay.com |
302,321,487 |
7.13 |
|
5. netscape.com |
97,065,830 |
6.9 |
|
6. excite.com |
57,533,726 |
4.34 |
|
7. lycos.com |
57,252,641 |
3.97 |
|
8. go.com |
54,030,181 |
5.39 |
|
9. monster.com |
42,316,908 |
1.64 |
|
10. ezboard.com |
41,244,265 |
0.66 |
|
11. altavista.com |
40,032,982 |
2.98 |
|
12. looksmart.com |
37,611,452 |
3.31 |
|
13. treeloot.com |
33,012,913 |
0.23 |
|
14. juno.com |
29,321,913 |
1.29 |
|
15. passport.com |
29,146,179 |
8.52 |
|
16. classmates.com |
29,112,806 |
1.46 |
|
17. weather.com |
28,897,964 |
3.13 |
|
18. cnet.com |
27,789,039 |
2.05 |
|
19. nbci.com |
23,596,545 |
3.32 |
|
20. pogo.com |
22,955,545 |
0.8 |
|
21. att.net |
21,484,325 |
1.28 |
|
22. realtor.com |
20,430,677 |
0.82 |
|
23. blackplanet.com |
20,172,447 |
0.45 |
|
24. myfamily.com |
17,853,666 |
0.56 |
|
25. mapquest.com |
17,661,259 |
1.6 |
| Source:
Nielsen Net//Ratings
|
||
|
Top Ten Banners |
|||
|
Advertiser |
Impressions |
Unique_Audience |
Reach_% |
|
1. Bonzi Software |
32,867,727 |
7,476,189 |
11.37 |
|
2. Fingerhut |
15,288,292 |
4,721,038 |
7.18 |
|
3. AstroCenter |
20,158,181 |
4,165,051 |
6.33 |
|
4. ClassMates |
12,237,594 |
3,762,782 |
5.72 |
|
5. Match.com |
12,991,330 |
3,664,061 |
5.57 |
|
6. Colonize |
13,176,296 |
3,616,169 |
5.5 |
|
7. ClassMates |
31,191,317 |
3,424,042 |
5.21 |
|
8. Amazon |
7,423,849 |
3,119,795 |
4.74 |
|
9. Neway |
6,375,292 |
2,956,313 |
4.5 |
|
10. Consumer Counseling |
6,326,841 |
2,930,493 |
4.46 |
| Source:
Nielsen Net//Ratings
|
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|
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 |
177 |
179 |
-1.12 |
|
Page Views per Surfing Session |
32 |
33 |
-3.03 |
|
Time Spent per Week |
2:50:07 |
2:45:35 |
2.73 |
|
Time Spent during Surfing Session |
0:31:07 |
0:30:49 |
0.97 |
|
Duration of a Page viewed |
0:00:58 |
0:00:56 |
4.12 |
|
Average Click Rate for Top Banners |
0.21 |
0.21 |
0 |
|
Total Internet Audience Sample |
58,217 |
59,162 |
-1.6 |
|
Active Internet Universe |
65,764,547 |
65,790,634 |
-0.04 |
|
Current Internet Universe Estimate |
162,857,400 |
162,796,667 |
0.04 |
| Source:
Nielsen Net//Ratings
|
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-Jeremy Schlosberg is the senior editor for new media.
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