SUPER
BOWL XXXIV INTERNET RESULTS FROM NIELSEN//NETRATINGS
Super Bowl Advertisers
Score a 15.7% Traffic Increase Overnight
NEW YORK – February 2, 2000
– Between Sunday, January 30 and Monday, January 31, the total unique
Internet audience increased 10.7%, from 23.5 million to 26.1 million.
The driving force behind the two day growth were the Super Bowl
advertisers who experienced an overnight increase of 15.7% in unique
audience, from 1.75 million to 2.03 million, according to Nielsen//NetRatings,
the Internet measurement service from Nielsen Media Research and
NetRatings, Inc. (NASDAQ: NTRT).
Leading the charge were Oxygen.com,
an online network for women, and HotJobs.com and Monster.com, both
of which are Internet-based career solutions companies. On Monday,
January 31, Oxygen.com had a unique audience of nearly 174,000.
In comparison, Oxygen.com’s total unique audience for the entire
week of January 24 was approximately 190,000. HotJobs.com made a
similar leap in unique audience on the day after the Super Bowl
with 156,000 unique visitors. In comparison, HotJobs.com’s total
traffic for the week of January 24 was approximately 328,000. Meanwhile,
Monster.com reached a unique audience of over 251,000 on Monday,
which was 39.6% above its average of 180,000 per day during the
week of January 24.
"Dot.Com companies who advertised
on Super Bowl XXXIV had the challenge of balancing style and substance,"
said Allen Weiner, Vice President of Analytical Services for NetRatings.
"In a single 30-second spot, advertisers had to grab the viewer’s
attention while conveying a clear value proposition and reason to
visit their site. Those who were able to accomplish these goals
will be rewarded with sustained traffic gains and find themselves
book marked for repeat usage."
Sports Sites Pick up Steam
The total traffic for sports related Web
sites increased by 18.0% on Super Bowl Sunday compared to the previous
Sunday, January 23. For the week beginning January 24, Superbowl.com’s
unique audience shot up 222.2% while Sportsline.com had a gain of
21.3%.
Table 1. Daily Unique
Audience Size and Average Time Spent for Sports Sites
|
Date
|
Unique Audience
|
Time per Person (hrs:min:sec)
|
|
Jan. 23
|
1,569,813
|
0:06:44
|
|
Jan. 24
|
1,120,041
|
0:07:54
|
|
Jan. 25
|
1,111,630
|
0:05:57
|
|
Jan. 26
|
903,492
|
0:06:18
|
|
Jan. 27
|
865,786
|
0:07:22
|
|
Jan. 28
|
977,915
|
0:07:12
|
|
Jan. 29
|
1,210,911
|
0:06:49
|
|
Jan. 30
|
1,852,040
|
0:06:51
|
Note: sports sites measured
included CNNSi.com, FoxSports.com, NFL.com, Rivals.com, SIKids.com,
Sportingnews.com, Sportsline.com, Superbowl.com, SuperbowlXXXIV.org,
ABCMNF.go.com, ABCSports.go.com, Espn.go.com, Sports.Excite.com, Sports.Yahoo.com
Source: Nielsen//NetRatings, January 2000
About Nielsen//NetRatings
Nielsen//NetRatings, the audience measurement
service from Nielsen Media Research and NetRatings, Inc., collects
data from more than 39,000 panelists as they use the Internet at
home. The Nielsen//NetRatings panel is the largest media research
sample of at-home Internet users currently being measured in real
timeunder measurement. Nielsen//NetRatings uses unique technology
capable of measuring both Internet use and advertising to provide
the most timely, accurate and comprehensive Internet usage data
and advertising information in the industry. For more information,
please visit www.nielsen-netratings.com.
Copyright 2000, NetRatings, Inc.
