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in big web ad push
Remains a major ad domain as well, at No. 15
By Marty Beard
Excite@Home, the portal and high-speed cable network, has had a rough time of late, recently filing for bankruptcy.
But sometimes not even bankruptcy can keep a dot.com down.
Perhaps as a testament to how widespread and cheap online ad inventory is right now, the company has been plastering the web with ads touting its services.
For the week ending Oct. 21, the company was the No. 7 advertiser on the internet, according to data from internet analyst company Nielsen//NetRatings. Its banners and buttons appeared on places like Americangreetings.com, Microsoft web sites, Travelocity and Excite@Home itself.
The ads tout Excite as a portal, plugging its search, auction, and music services. One banner mimics a Microsoft Windows warning box, similar to the way Bonzi Software and Colonize.com ape Microsoft warning messages.
Excite, which filed for bankruptcy last month, was once a top-flight internet portal. When @Home acquired it in early 1999, it did so to expand its own subscriber base, and for a number of months the combined services appeared to be a major force on the internet.
Through AT&T, its majority owner, Excite@Home stood to become perhaps the nation's dominant supplier of content over the long-distance carrier's extensive network of high-speed cable pipelines through an exclusivity deal that enabled it to freeze out dial-up services such as AOL.
But the forces of the New Economy did not smile upon Excite@Home in the long term, with many factors contributing to its fall. For one, the company aggressively snapped up lots of smaller dot.coms, such as greeting-card site BlueMountainArts.com, paying far more than they later turned out to be worth.
BlueMountain cost Excite@Home $780 million. The company unloaded the site this year for $35 million.
When the online ad slowdown set in late last year, there was talk of spinning off Excite@Home's money-hemorrhaging, ad-supported content side entirely.
The company sharply cut back its overseas operations, and in January it began paring its paid staff, handing out pink slips to 250 people, roughly 8 percent of its workforce.
Still, the company survives. Excite is still online and heavily visited, reaching 9 percent of the universe of active internet users for the week ending Oct. 21, about 6.8 million unique visitors. It was also the No. 15 overall ad domain for the week, with some 53 million ad impressions served.
And Excite@Home currently provides high-speed internet access to some 3.6 million residential customers.
Elsewhere in the NetRatings charts, consumer internet-utility company Bonzi Software has made a big comeback as an advertiser. Its banner ads were exposed to 6.8 million unique users and received some 50 million impressions.
Bonzi, a pioneer of annoying internet ads, has also taken to using pop-up ads that feature its purple-ape mascot for its widely downloaded Bonzi Buddy internet "companion."
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Top 25 Properties |
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| Property |
Unique |
Reach % |
Time Spent |
| 1. AOL Time Warner |
39,302 |
51.3 |
0:16:40 |
| 2. Yahoo |
31,707 |
41.4 |
0:26:24 |
| 3. MSN |
29,799 |
38.9 |
0:22:13 |
| 4. Microsoft |
10,686 |
14.0 |
0:04:37 |
| 5. Lycos Network |
9,029 |
11.8 |
0:07:29 |
| 6. eBay |
7,512 |
9.8 |
0:38:29 |
| 7. Google |
7,062 |
9.2 |
0:06:29 |
| 8. Excite@Home |
6,870 |
9.0 |
0:13:21 |
| 9. Walt Disney Internet Group |
6,564 |
8.6 |
0:14:36 |
| 10. eUniverse Network |
6,408 |
8.4 |
0:09:44 |
| 11. Amazon |
6,116 |
8.0 |
0:07:40 |
| 12. About-Primedia |
5,649 |
7.4 |
0:05:51 |
| 13. American Greetings |
4,465 |
5.8 |
0:08:27 |
| 14. CNET Networks |
4,047 |
5.3 |
0:06:13 |
| 15. InfoSpace |
3,953 |
5.2 |
0:05:20 |
| 16. Ask Jeeves |
3,656 |
4.8 |
0:04:49 |
| 17. AT&T |
3,606 |
4.7 |
0:10:06 |
| 18. iWon |
3,320 |
4.3 |
0:24:23 |
| 19. ClassMates Online |
3,282 |
4.3 |
0:03:43 |
| 20. EarthLink |
3,181 |
4.2 |
0:07:21 |
| 21. Vivendi Universal |
3,115 |
4.1 |
0:10:00 |
| 22. Gator.com |
2,980 |
3.9 |
0:05:18 |
| 23. EA Online |
2,942 |
3.8 |
0:59:19 |
| 24. Viacom International |
2,618 |
3.4 |
0:15:38 |
| 25. iVillage |
2,389 |
3.1 |
0:08:30 |
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Source: Nielsen//NetRatings |
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Top 10 Advertisers |
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| Advertiser |
Banner & Button |
Unique |
Active |
| 1. Microsoft |
861,294 |
32,749 |
42.78 |
| 2. AOL Time Warner |
761,553 |
30,812 |
40.25 |
| 3. Providian Financial Corp. |
378,279 |
28,069 |
36.66 |
| 4. eBay |
280,228 |
19,240 |
25.13 |
| 5. Yahoo |
273,877 |
18,231 |
23.81 |
| 6. Classmates Online |
184,627 |
19,665 |
25.69 |
| 7. Excite@Home |
166,614 |
5,113 |
6.68 |
| 8. Orbitz |
163,781 |
16,528 |
21.59 |
| 9. First Premier Bank of South Dakota |
132,698 |
3,106 |
4.06 |
| 10. Zairmail |
127,612 |
1,998 |
2.61 |
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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 |
30,015 |
39.2 |
0:26:36 |
| 2. aol.com |
28,512 |
37.2 |
0:13:34 |
| 3. msn.com |
26,830 |
35.1 |
0:19:30 |
| 4. passport.com |
13,975 |
18.3 |
0:02:55 |
| 5. microsoft.com |
10,008 |
13.1 |
0:04:31 |
| 6. ebay.com |
7,078 |
9.2 |
0:38:51 |
| 7. google.com |
7,057 |
9.2 |
0:06:29 |
| 8. netscape.com |
6,594 |
8.6 |
0:09:55 |
| 9. geocities.com |
6,462 |
8.4 |
0:05:05 |
| 10. go.com |
6,345 |
8.3 |
0:14:57 |
| 11. amazon.com |
5,727 |
7.5 |
0:06:59 |
| 12. excite.com |
5,280 |
6.9 |
0:15:14 |
| 13. cnn.com |
4,405 |
5.8 |
0:10:57 |
| 14. msnbc.com |
3,601 |
4.7 |
0:07:53 |
| 15. lycos.com |
3,466 |
4.5 |
0:08:39 |
| 16. iwon.com |
3,320 |
4.3 |
0:24:23 |
| 17. classmates.com |
3,282 |
4.3 |
0:03:43 |
| 18. about.com |
2,946 |
3.9 |
0:04:29 |
| 19. tripod.com |
2,932 |
3.8 |
0:04:17 |
| 20. gator.com |
2,931 |
3.8 |
0:05:10 |
| 21. compuserve.com |
2,906 |
3.8 |
0:17:19 |
| 22. earthlink.net |
2,828 |
3.7 |
0:07:34 |
| 23. angelfire.com |
2,605 |
3.4 |
0:04:23 |
| 24. att.net |
2,465 |
3.2 |
0:11:26 |
| 25. pogo.com |
2,453 |
3.2 |
1:08:28 |
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Source: Nielsen//NetRatings |
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Top 25 Advertising Domains |
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| Domain |
Banner |
Active |
| 1. msn.com |
1,112,573 |
31.31 |
| 2. yahoo.com |
1,086,393 |
32.03 |
| 3. aol.com |
382,660 |
30.07 |
| 4. musiccity.com |
267,497 |
2.36 |
| 5. ebay.com |
177,298 |
6.16 |
| 6. netscape.com |
124,551 |
6.69 |
| 7. pogo.com |
97,111 |
2.81 |
| 8. go.com |
93,281 |
6.48 |
| 9. cnn.com |
52,240 |
4.91 |
| 10. monster.com |
80,153 |
2.11 |
| 11. att.net |
40,524 |
2.51 |
| 12. lycos.com |
71,150 |
3.7 |
| 13. compuserve.com |
29,354 |
2.75 |
| 14. netzero.net |
27,430 |
1.51 |
| 15. excite.com |
53,750 |
2.89 |
| 16. msnbc.com |
26,741 |
4.66 |
| 17. cnet.com |
22,939 |
2.3 |
| 18. fastclick.net |
21,650 |
5.12 |
| 19. mapquest.com |
27,679 |
2.92 |
| 20. qksz.net |
13,674 |
1.58 |
| 21. cartoonnetwork.com |
26,068 |
1.18 |
| 22. audiogalaxy.com |
29,956 |
1.11 |
| 23. drudgereport.com |
12,704 |
0.72 |
| 24. looksmart.com |
21,383 |
1.87 |
| 25. aimster.com |
9,710 |
0.21 |
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Source: Nielsen//NetRatings |
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Top Ten Banners |
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| Advertiser |
Unique |
Active |
Banner |
| 1. Providian Financial Corp. |
13,465 |
17.59 |
83,017 |
| 2. Classmates Online |
11,870 |
15.5 |
100,215 |
| 3. eDiets |
9,332 |
12.19 |
21,305 |
| 4. Providian Financial Corp. |
8,095 |
10.57 |
36,054 |
| 5. Providian Financial Corp. |
7,158 |
9.35 |
19,679 |
| 6. Bonzi Software |
6,810 |
8.9 |
50,226 |
| 7. Providian Financial Corp. |
6,700 |
8.75 |
18,317 |
| 8. Nissan Motor Co. |
6,015 |
7.86 |
19,836 |
| 9. Providian Financial Corp. |
5,836 |
7.62 |
18,054 |
| 10. Debticated Consumer Counseling |
5,604 |
7.32 |
19,222 |
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Source: Nielsen//NetRatings |
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Average Usage |
|||
|
Current Week |
Last Week |
% Chg |
|
| Number of Sessions per Week |
6 |
6 |
0 |
| Page Views per Week |
220 |
221 |
-0.45 |
| Page Views per Surfing Session |
35 |
36 |
-2.78 |
| Time Spent per Week |
3:21:00 |
3:21:07 |
-0.05 |
| Time Spent During Surfing Session |
0:32:21 |
0:32:21 |
0 |
| Duration a Page Viewed |
0:00:55 |
0:00:54 |
2.86 |
| Active Internet Universe |
76,557,776 |
76,741,824 |
-0.24 |
| Current Internet Universe Estimate |
171,198,578 |
170,187,247 |
0.59 |
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Source: Nielsen//NetRatings |
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October 30, 2001 © 2001 Media Life
-Marty Beard is a staff writer for Media Life.
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