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by J.P. Morgan Chase
Credit card offers account for 7 of 10 top banners
By Marty Beard
Credit card offers long have flooded consumers' mailboxes and been splashed across everything from magazine pages to sports arena signage, so it's no surprise to find them an increasing presence on the internet, especially now with the bargain-basement-priced banners.
But lately one credit card issuer in particular has dominated the web: J.P. Morgan Chase.
For the week ending July 15, J.P. Morgan Chase had seven of the 10 most-widely-seen online ads, according to the latest Nielsen//NetRatings data. J.P. Morgan Chase banners occupied slots No. 3 and 4 and Nos. 6 through 10.
J.P. Morgan Chase is but one of the credit card giants that has found the web a cost-efficient means of luring new customers. Capitol One acquired 1.4 million new customers in 2000 through its web campaigns.
J.P. Morgan Chase banners advertised several of the bank’s credit cards: Chase Platinum Visa and MasterCard; a Shell Platinum MasterCard and Continental Airlines Visa and MasterCard.
The No. 3 ad, with copy reading, "Shopping sprees have never been so guilt free. A low 2.99% APR and no annual fee. Chase Platinum: Apply online and get approved instantly," had 48,951,817 impressions and was seen by a unique audience numbering 6,156,469.
The No. 4 ad, which advertised the Shell platinum card, garnered 45,609,448 impressions and a unique audience of 5,883,831, while the No. 9 banner, plugging the Continental Airlines card, had 19,641,711 impressions and reached a unique audience of 5,416,529.
According to Nielsen//NetRatings, the J.P. Morgan Chase credit card banners ran primarily on the Yahoo network, on sites such as chat.yahoo.com and sports.yahoo.com.
Overall, J.P. Morgan Chase was the No. 6 online advertiser for the week; its ads reached a total of 12,809,239 unique users, with 174,859,989 impressions.
J.P. Morgan Chase banners have long been a presence on the Nielsen charts. Just last week the company was the No. 10 online advertiser and occupied slots No. 8 through 10 in terms of widely-viewed banners.
For the month of June, a banner advertising the J.P. Morgan Chase-Shell platinum card was the seventh-most viewed banner on the internet, and J.P. Morgan Chase was the No. 15 online advertiser.
Although it doesn’t tie in to the current banner onslaught, the banking giant’s other big internet push is its Chase i-Card, a credit card specifically geared toward online shoppers. Studies show that 80 percent of internet users will participate in e-commerce by 2003, and the banking behemoth clearly wants a piece of the action.
|
Top 25 Properties |
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|
Property |
Unique Audience |
Reach % |
Time |
|
1. AOL Time Warner |
37,463,560 |
50.68 |
0:15:54 |
|
2. Yahoo |
29,996,152 |
40.58 |
0:29:32 |
|
3. MSN |
27,282,089 |
36.91 |
0:22:31 |
|
4. Microsoft |
9,483,726 |
12.83 |
0:04:48 |
|
5. Excite@Home |
8,355,009 |
11.30 |
0:13:44 |
|
6. Lycos Network |
8,285,912 |
11.21 |
0:09:03 |
|
7. eBay |
7,752,508 |
10.49 |
0:36:42 |
|
8. Walt Disney Internet Group |
5,912,508 |
8.00 |
0:14:16 |
|
9. About |
5,770,936 |
7.81 |
0:06:39 |
|
10. Amazon |
5,482,146 |
7.42 |
0:07:56 |
|
11. Google |
4,884,396 |
6.61 |
0:06:42 |
|
12. eUniverse Network |
4,783,287 |
6.47 |
0:07:54 |
|
13. InfoSpace |
4,355,501 |
5.89 |
0:04:04 |
|
14. CNET Networks |
4,298,242 |
5.81 |
0:06:30 |
|
15. Vivendi Universal |
4,051,864 |
5.48 |
0:10:02 |
|
16. iWon |
3,357,582 |
4.54 |
0:24:50 |
|
17. ClassMates Online |
3,350,486 |
4.53 |
0:05:48 |
|
18. Ask Jeeves |
3,240,578 |
4.38 |
0:04:54 |
|
19. AT&T |
3,026,048 |
4.09 |
0:11:31 |
|
20. EarthLink |
2,944,444 |
3.98 |
0:06:23 |
|
21. NBC Internet |
2,917,066 |
3.95 |
0:05:03 |
|
22. GoTo.com |
2,829,990 |
3.83 |
0:02:11 |
|
23. Gator.com |
2,710,939 |
3.67 |
0:07:07 |
|
24. Viacom International |
2,685,074 |
3.63 |
0:14:12 |
|
25. Napster |
2,628,310 |
3.56 |
0:03:48 |
| Source:
Nielsen//NetRatings
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Top Ten Advertisers |
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Advertiser |
Impressions |
Unique Audience |
Reach % |
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1. Microsoft |
343,424,768 |
22,615,855 |
30.59 |
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2. Yahoo |
283,515,853 |
18,528,818 |
25.07 |
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3. MSN |
254,027,832 |
15,372,955 |
20.80 |
|
4. ClassMates |
219,808,653 |
16,826,026 |
22.76 |
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5. America Online |
196,003,545 |
19,341,227 |
26.16 |
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6. J.P. Morgan Chase |
174,859,989 |
12,809,239 |
17.33 |
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7. Columbia House |
162,623,814 |
22,807,376 |
30.85 |
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8. Providian |
161,896,702 |
19,324,133 |
26.14 |
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9. eBay |
155,859,257 |
9,369,524 |
12.68 |
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10. Barnes and Noble |
133,941,371 |
15,664,186 |
21.19 |
| Source:
Nielsen//NetRatings
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Top 25 Domains |
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Domain |
Unique Audience |
Reach % |
Time |
|
1. yahoo.com |
27,389,354 |
37.05 |
0:30:33 |
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2. aol.com |
26,825,859 |
36.29 |
0:13:40 |
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3. msn.com |
24,883,997 |
33.66 |
0:19:39 |
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4. passport.com |
13,669,145 |
18.49 |
0:03:11 |
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5. microsoft.com |
8,941,553 |
12.10 |
0:04:50 |
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6. geocities.com |
7,495,904 |
10.14 |
0:06:09 |
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7. ebay.com |
7,094,498 |
9.60 |
0:38:05 |
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8. netscape.com |
5,827,531 |
7.88 |
0:09:04 |
|
9. go.com |
5,751,560 |
7.78 |
0:14:33 |
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10. excite.com |
5,224,360 |
7.07 |
0:16:49 |
|
11. amazon.com |
5,064,097 |
6.85 |
0:07:28 |
|
12. google.com |
4,881,116 |
6.60 |
0:06:42 |
|
13. lycos.com |
3,802,858 |
5.14 |
0:11:05 |
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14. promotions.com |
3,777,392 |
5.11 |
0:04:38 |
|
15. iwon.com |
3,357,582 |
4.54 |
0:24:50 |
|
16. classmates.com |
3,350,486 |
4.53 |
0:05:48 |
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17. about.com |
2,966,995 |
4.01 |
0:04:30 |
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18. goto.com |
2,819,202 |
3.81 |
0:02:11 |
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19. compuserve.com |
2,766,743 |
3.74 |
0:18:15 |
|
20. tripod.com |
2,700,662 |
3.65 |
0:04:37 |
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21. gator.com |
2,684,068 |
3.63 |
0:06:51 |
|
22. digitalcity.com |
2,668,063 |
3.61 |
0:04:20 |
|
23. napster.com |
2,628,310 |
3.56 |
0:03:48 |
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24. earthlink.net |
2,577,121 |
3.49 |
0:06:39 |
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25. msnbc.com |
2,560,546 |
3.46 |
0:06:40 |
| Source:
Nielsen//NetRatings
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Top 25 Advertising Domains |
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Domain |
Impressions |
Reach % |
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1. yahoo.com |
1,270,725,110 |
32.31 |
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2. msn.com |
974,750,112 |
30.05 |
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3. ebay.com |
433,376,492 |
9.18 |
|
4. aol.com |
414,255,699 |
23.39 |
|
5. netscape.com |
186,592,050 |
7.26 |
|
6. excite.com |
166,625,669 |
6.41 |
|
7. iwon.com |
101,711,892 |
3.25 |
|
8. mapquest.com |
86,509,213 |
2.94 |
|
9. ezboard.com |
84,001,622 |
0.99 |
|
10. audiogalaxy.com |
83,083,969 |
1.04 |
|
11. go.com |
67,655,120 |
5.09 |
|
12. monster.com |
60,278,467 |
2.03 |
|
13. compuserve.com |
59,925,461 |
2.99 |
|
14. infospace.com |
57,950,232 |
2.01 |
|
15. pogo.com |
55,470,603 |
2.24 |
|
16. netzero.net |
50,706,871 |
2.04 |
|
17. lycos.com |
50,578,595 |
3.57 |
|
18. passport.com |
45,491,981 |
11.41 |
|
19. neopets.com |
44,117,951 |
0.66 |
|
20. juno.com |
43,281,617 |
1.58 |
|
21. about.com |
40,562,874 |
2.66 |
|
22. att.net |
39,586,819 |
2.13 |
|
23. dogpile.com |
38,155,425 |
1.56 |
|
24. musiccity.com |
36,563,296 |
0.75 |
|
25. cnn.com |
35,433,223 |
2.27 |
| Source:
Nielsen//NetRatings
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Top
Ten Banners |
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Advertiser |
Impressions |
Unique Audience |
Reach % |
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1. Colonize |
35,308,780 |
7,954,936 |
10.76 |
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2. ClassMates |
151,854,606 |
6,631,698 |
8.97 |
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3. J.P. Morgan Chase |
48,951,817 |
6,156,469 |
8.33 |
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4. J.P. Morgan Chase |
45,609,448 |
5,883,831 |
7.96 |
|
5. ClassMates |
14,268,796 |
5,613,960 |
7.59 |
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6. J.P. Morgan Chase |
19,178,878 |
5,491,218 |
7.43 |
|
7. J.P. Morgan Chase/Shell |
18,757,785 |
5,459,625 |
7.39 |
|
8. J.P. Morgan Chase/Shell |
18,937,862 |
5,445,788 |
7.37 |
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9. J.P. Morgan Chase |
19,641,711 |
5,416,529 |
7.33 |
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10. J.P. Morgan Chase |
19,449,124 |
5,352,997 |
7.24 |
| Source:
Nielsen//NetRatings
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Average
Usage |
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Current Week |
Last Week |
% Change |
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Number of Sessions per Week |
6 |
6 |
0 |
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Number of Unique Sites Visited |
6 |
6 |
0 |
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Page Views per Week |
229 |
231 |
-0.87 |
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Page Views per Surfing Session |
37 |
37 |
0 |
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Time Spent per Week |
3:15:33 |
3:14:06 |
0.75 |
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Time Spent During Surfing Session |
0:31:31 |
0:31:26 |
0.27 |
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Duration a Page Viewed |
0:00:51 |
0:00:51 |
0.27 |
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Average Click Rate for Top Banners |
0.25 |
0.26 |
-3.85 |
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Active Internet Universe |
73,921,907 |
73,129,407 |
1.08 |
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Current Internet Universe Estimate |
167,313,030 |
167,524,286 |
-0.13 |
| Source:
Nielsen//NetRatings
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July 20, 2001 © 2001 Media Life
-Marty Beard is a staff writer for Media Life.
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