comScore Media Metrix Ranks Top 50 U.S. Web Properties for October 2009

November 19, 2009 3:13 PM ET
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Halloween, Sweetest Day and Boss's Day Drive Traffic to e-Card and Gift Sites
Toy Retailers See Gains as Parents Get an Early Jump on Holiday Shopping

RESTON, Va., Nov. 19 /PRNewswire-FirstCall/ -- comScore, Inc. SCOR, a leader in measuring the digital world, today released its monthly analysis of U.S. Web activity at the top online properties for October 2009 based on data from the comScore Media Metrix service. A handful of lighthearted October celebrations boosted traffic to Flowers/Gifts/Greetings sites and e-Card sites. Many Americans chose to get a head start on their holiday shopping resulting in growth at online retail sites.

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"October is consistently a high-activity month for gift and retail sites as Halloween and other seasonal celebrations drive traffic to these destinations," said Jack Flanagan, executive vice president of comScore Media Metrix. "October also represents the early shopping period for those who want to get a head start on shopping for their friends and family."

Warm Greetings as Season Changes

e-Cards sites saw a seasonal boost in traffic with the celebration of Halloween, Boss's Day and Sweetest Day during October. The e-Cards category attracted 21.9 million Americans during the month, representing a 15-percent increase from September, making it the top-gaining category for the month. Evite.com led the category with more than 6.7 million visitors, up 9 percent from the previous month. MyFunCards.com grabbed the #2 position with 5.9 million visitors (up 48 percent), followed by AG Interactive with 3.6 million (up 18 percent) and 123Greetings.com with 2.5 million (up 19 percent).

The Flowers/Gifts/Greetings category grew to nearly 30 million visitors during the month, a 14-percent increase versus September, led by AmericanGreetings Property with 10.3 million visitors. Partycity.com ranked #2 in the category with 4.4 million Americans, up 147 percent, as visitors searched for Halloween costumes and party accessories. Hallmark.com grabbed the #3 position with 2.7 million visitors, followed closely by Gifts.com with more than 2.6 million (up 22 percent) and Build-A-Bear Workshop, Inc. with 2 million visitors, a 20-percent increase.

Halloween Spurs Growth at Apparel Sites

The search for the perfect Halloween costume had Americans rushing to Apparel sites in October, with the category growing 9 percent versus September. BuyCostumes.com ranked #1 in the category and more than doubled its audience to 9.1 million visitors. LimitedBrands placed second with 5.8 million visitors, followed by Zappos.com (5 million visitors), OldNavy.com (4.9 million visitors), and Celebrate Express Inc. (4.3 million visitors).

Traffic to Toy Sites Increase as the Holiday Season Approaches

Toy sites grew 9 percent in October as some parents got an early start on holiday gift ideas. Toysrus Sites led the category growing 24 percent to 8.1 million visitors. The LEGO group attracted 3.4 million Americans, followed by Disney Shopping with 2 million visitors and AmericanGirl.com with 1.3 million visitors.

Top 50 Properties

Google Sites ranked as the #1 property in October with 164 million visitors, followed by Yahoo! Sites with 158 million visitors and Microsoft Sites with 133 million visitors. Facebook.com held its #5 ranking with 97 million visitors, while Amazon Sites and Wikimedia Foundation Sites both jumped in the rankings, grabbing the #8 and #9 positions, respectively.

Top 50 Ad Focus Ranking

AOL Advertising led the October Ad Focus ranking reaching 91 percent of Americans online. Yahoo! Network ranked second, reaching 88 percent of the population, followed by Google Ad Network with an 87-percent reach. Fox Audience Network climbed 3 positions to the #6 ranking with a reach of 80 percent.

    Table 1
    comScore Top 10 Gaining Properties by Percentage Change in Unique
     Visitors* (U.S.)
    October 2009 vs. September 2009
    Total U.S. - Home, Work and University Locations
    Source: comScore Media Metrix
    -----------------------------
                                          Total Unique Visitors (000)
                                          --------------------------
                                                                     Rank by
                                                                      Unique
                                     Sep-09     Oct-09     % Change  Visitors
                                     ------     ------     --------  --------
    Total Internet : Total
     Audience                       198,378    198,218          0       N/A
    ----------------------          -------    -------         --       ---
    TheStreet.com Sites               4,352      8,517         96       146
    -------------------               -----      -----         --       ---
    BuddyTV                           3,114      5,319         71       238
    -------                           -----      -----         --       ---
    General Motors                    6,532     10,840         66       106
    --------------                    -----     ------         --       ---
    BROTHERSOFT.COM                   3,664      5,460         49       227
    ---------------                   -----      -----         --       ---
    Liberty Media Holding            11,153     16,601         49        67
     Corporation
    ---------------------            ------     ------         --        --
    FILESTUBE.COM                     4,467      6,596         48       194
    -------------                     -----      -----         --       ---
    CDC.GOV                           4,254      5,926         39       213
    -------                           -----      -----         --       ---
    SUITE101.COM                      5,878      7,594         29       163
    ------------                      -----      -----         --       ---
    Toysrus Sites                     6,527      8,111         24       153
    -------------                     -----      -----         --       ---
    DAILYMOTION.COM                   7,512      8,849         18       140
    ---------------                   -----      -----         --       ---
*Ranking based on the top 250 properties in October 2009. Excludes entities whose growth was primarily due to implementation of Media Metrix 360 hybrid audience measurement.

Table 2

comScore Top 10 Gaining Site Categories by Percentage Change

in Unique Visitors (U.S.)

October 2009 vs. September 2009

Total U.S. - Home, Work and University Locations

Source: comScore Media Metrix

----------------------------- Total Unique Visitors (000) --------------------------- % Sep-09 Oct-09 Change ------ ------ ------

Total Internet : Total Audience 198,378 198,218 0

------------------------------------ ------ ------ --

e-cards 19,023 21,867 15

------------------------------------ ------ ------ --

Flowers/Gifts/Greetings 26,162 29,953 14

------------------------------------ ------ ------ --

Automotive - Manufacturer 23,150 26,501 14

------------------------------------ ------ ------ --

Business/Finance - Online Trading 10,347 11,383 10

------------------------------------ ------ ------ --

Retail - Apparel 58,135 63,434 9

------------------------------------ ------ ------ --

Career Services & Development - 8,971 9,770 9

Training and Education

------------------------------------ ------ ------ --

Technology - News 59,694 65,005 9

------------------------------------ ------ ------ --

Retail - Toys 18,870 20,546 9

------------------------------------ ------ ------ --

Gay/Lesbian 3,699 3,969 7

------------------------------------ ------ ------ --

Business to Business 37,777 40,292 7

------------------------------------ ------ ------ -- 

    Table 3
    comScore Top 50 Properties (U.S.)
    October 2009
    Total U.S. - Home, Work and University Locations
    Unique Visitors (000)
    Source: comScore Media Metrix
    -----------------------------
                                 Unique                        Unique
                                Visitors                      Visitors
    Rank Property                (000)  Rank Property           (000)
    ---- --------                ------ ---- --------          -------
      Total Internet:
       Total Audience             198,218
    -  ----------------------     ------- -- -------------------- ------
    1  Google Sites               164,086 26 iVillage.com: The    30,572
                                              Womens Network
    -  ----------------------     ------- -- -------------------- ------
    2  Yahoo! Sites               158,251 27 Verizon              30,533
                                              Communications
                                              Corporation
    -  ----------------------     ------- -- -------------------- ------
    3  Microsoft Sites            132,618 28 NBC Universal        29,155
    -  ----------------------     ------- -- -------------------- ------
    4  AOL LLC                     98,515 29 Everyday Health      28,837
    -  ----------------------     ------- -- -------------------- ------
    5  FACEBOOK.COM                97,372 30 ESPN                 27,737
    -  ----------------------     ------- -- -------------------- ------
    6  Ask Network                 88,073 31 Target Corporation   27,101
    -  ----------------------     ------- -- -------------------- ------
    7  Fox Interactive Media       82,862 32 Break Media          26,928
    -  ----------------------     ------- -- -------------------- ------
    8  Amazon Sites                69,945 33 AT&T Interactive     26,662
                                              Network
    -  ----------------------     ------- -- -------------------- ------
    9  Wikimedia Foundation        69,492 34 NetShelter           25,982
        Sites                                 Technology Media
    -  ----------------------     ------- -- -------------------- ------
    10  eBay                       66,987 35 Gorilla Nation       25,725
    -- ----------------------     ------- -- -------------------- ------
    11  Turner Network             63,558 36 The Mozilla          25,567
                                              Organization
    -- ----------------------     -------- -- ------------------  ------
    12  CBS Interactive            59,086 37 Bank of America      25,025
    -- ----------------------     ------- -- -------------------- ------
    13  Apple Inc.                 58,622 38 Superpages.com       24,998
                                              Network
    -- ----------------------     ------- -- -------------------- ------
    14  Glam Media                 56,053 39 AT&T, Inc.           23,246
    -- ----------------------     ------- -- -------------------- ------
    15  Answers.com Sites          55,974 40 Technorati Media     22,931
    -- ----------------------     ------- -- -------------------- ------
    16  Demand Media               52,710 41 Federated Media      22,677
                                              Publishing
    -- ----------------------     ------- -- -------------------- ------
    17  Viacom Digital             51,470 42 Weatherbug Property  22,034
    -- ----------------------     ------- -- -------------------- ------
    18  New York Times Digital     50,217 43 Photobucket.com LLC  21,891
    -- ----------------------     ------- -- -------------------- ------
    19  craigslist, inc.           44,090 44 Expedia Inc          21,809
    -- ----------------------     ------- -- -------------------- ------
    20  Weather Channel, The       41,354 45 Gannett Sites        21,754
    -- ----------------------     ------- -- -------------------- ------
    21  Comcast Corporation        38,661 46 Time Warner -        21,459
                                              Excluding AOL
    -- ----------------------     ------- -- -------------------- ------
    22  Adobe Sites                38,075 47 Discovery Digital    20,707
                                              Media Sites
    -- ----------------------     ------- -- -------------------- ------
    23  Disney Online              31,974 48 JPMorgan Chase       20,281
                                              Property
    -- ----------------------     ------- -- -------------------- ------
    24  Wal-Mart                   31,808 49 LINKEDIN.COM         20,024
    -- ----------------------     ------- -- -------------------- ------
    25  WordPress                  30,701 50 Real.com Network     19,992
    -- ----------------------     ------- -- -------------------- ------

Table 4

comScore Ad Focus Ranking (U.S.)

October 2009

Total U.S. - Home, Work and University Locations

Unique Visitors (000)

Source: comScore Media Metrix

----------------------------- 

                                                                 Total
                             Unique                              Unique
                            Visitors  %                         Visitors  %
    Rank Property            (000)  Reach Rank Property          (000)  Reach
    ---- --------           ------- ----- ---- --------         ------- -----
      Total Internet:
       Total Audience       198,218 100.0
      ----------------      ------- -----
    1 AOL Advertising**     180,422 91.0  26 Burst Media**      119,550 60.3
    - -------------------   ------- ----  -- -----------------  ------- ----
    2 Yahoo! Network**      174,007 87.8  27 CPX Interactive**  104,925 52.9
    - -------------------   ------- ----  -- -----------------  ------- ----
    3 Google Ad Network**   171,881 86.7  28 YOUTUBE.COM        100,691 50.8
    - -------------------   ------- ----  -- -----------------  ------- ----
    4 Tremor Media -        165,310 83.4  29 TidalTV -          100,279 50.6
       Potential Reach                       Potential Reach
    - -------------------   ------- ----  -- -----------------  ------- ----
    5 ValueClick Networks** 163,023 82.2  30 AOL Media Network   98,515 49.7
    - -------------------   ------- ----  -- -----------------  ------- ----
    6 FOX Audience          158,390 79.9  31 FACEBOOK.COM        97,372 49.1
       Network**
    - -------------------   ------- ----  -- -----------------  ------- ----
    7 Yahoo! Sites          158,251 79.8  32 Adify**             97,244 49.1
    - -------------------   ------- ----  -- -----------------  ------- ----
    8 Specific Media**      157,564 79.5  33 MSN                 95,181 48.0
    - -------------------   ------- ----  -- -----------------  ------- ----
    9 Google                156,620 79.0  34 ADSDAQ by           91,901 46.4
                                             ContextWeb**
    - -------------------   ------- ----  -- -----------------  ------- ----
    10 Microsoft Media      155,368 78.4  35 Undertone           91,422 46.1
        Network US**                         Networks**
    -- ------------------   ------- ----  -- -----------------  ------- ----
    11 BrightRoll Video     152,694 77.0  36 Ask Network         88,073 44.4
        Network - Potential
        Reach
    -- ------------------   ------- ----  -- -----------------  ------- ----
    12 24/7 Real Media**    150,133 75.7  37 Vibrant Media**     87,813 44.3
    -- ------------------   ------- ----  -- -----------------  ------- ----
    13 YuMe Video Network - 141,803 71.5  38 Pulse 360**         85,781 43.3
        Potential Reach
    -- ------------------   ------- ----  -- -----------------  ------- ----
    14 Traffic              140,104 70.7  39 NNN Total           80,606 40.7
        Marketplace**                        Newspapers: U.S.
    -- ------------------   ------- ----  -- -----------------  ------- ----
    15 Tribal Fusion**      137,633 69.4  40 ScanScout Network   80,388 40.6
                                              - Potential Reach
    -- ------------------   ------- ----  -- -----------------  ------- ----
    16 AudienceScience      137,157 69.2  41 IB Local Network    79,372 40.0
        (formerly Revenue
        Science)**
    -- ------------------   ------- ----  -- -----------------  ------- ----
    17 Collective Network** 134,162 67.7  42 Centro - Potential  77,975 39.3
                                              Reach
    -- ------------------   ------- ----  -- -----------------  ------- ----
    18 SpotXchange Video Ad 133,903 67.6  43 Monster Career Ad   77,906 39.3
        Network - Potential                   Network (CAN)**
        Reach
    -- ------------------   ------- ----  -- -----------------  ------- ----
    19 interCLICK**         132,198 66.7  44 ITN Digital -       74,576 37.6
                                              Potential Reach
    -- ------------------   ------- ----  -- -----------------  ------- ----
    20 Adconion Media       132,196 66.7  45 Kontera**           73,576 37.1
        Group**
    -- ------------------   ------- ----  -- -----------------  ------- ----
    21 Casale Media -       130,305 65.7  46 Windows Live        73,036 36.8
        MediaNet**
    -- ------------------   ------- ----  -- -----------------  ------- ----
    22 Advertising.com      125,463 63.3  47 IAC Ad Solutions    68,283 34.4
        Video Network -
        Potential
        Reach
    -- ------------------   ------- ----  -- -----------------  ------- ----
    23 Turn, Inc**          125,100 63.1  48 Turner Network +    67,738 34.2
                                              Y! Partnership
    -- ------------------   ------- ----  -- -----------------  ------- ----
    24 Digital              121,453 61.3  49 Six Apart Media -   67,098 33.9
        Broadcasting                         Potential Reach
        Group (DBG) -
        Potential Reach
    -- ------------------   ------- ----  -- -----------------  ------- ----
    25 AdBrite**            119,846 60.5  50 Bing                65,666 33.1
    -- ------------------   ------- ----  -- -----------------  ------- ----
Reach % denotes the percentage of the total Internet population that viewed a particular entity at least once in October. For instance, Yahoo! Sites was seen by 88 percent of the 198 million Internet users in October.

* Entity has assigned some portion of traffic to other syndicated entities.

** Denotes an advertising network.

About comScore Media Metrix

comScore Media Metrix provides industry-leading Internet audience measurement services that report details of online media usage, visitor demographics and online buying power for the home, work and university audiences across local U.S. markets and across the globe. comScore Media Metrix reports are used by financial analysts, advertising agencies, publishers and marketers. comScore Media Metrix syndicated ratings are based on industry-sanctioned sampling methodologies.

About comScore

comScore, Inc. SCOR is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

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