The most clicked-on ad banner for the week ending Sept. 26, with an 11.2 percent
click rate, was WingspanBank.com’s ad featuring its
credit card services, according to Web measurement firm Nielsen/NetRatings.
WingspanBank.com, a division of First USA Bank, is an online banking
operation. The top site this week for females was Marthabymail.com, Martha Stewart’s
online merchandising business.
Of those Web surfers visiting the site, 86.2
percent were female, Nielsen/NetRatings said. The top site for males was Nettaxi.com, an online community.
Men
accounted for 91.1 percent of those visiting the site.
Top advertisers for the week, ranked by banner impressions, were:
| Advertiser | Impressions | Reach % |
| TRUSTe | 227,707 | 14.0 |
| Microsoft (MSFT) | 72,668 | 26.0 |
| Yahoo! (YHOO) | 56,033 | 21.7 |
| Amazon (AMZN) | 42,602 | 22.2 |
| Next Card (NXCD) | 29,605 | 13.6 |
| America Online (AOL) | 23,235 | 14.9 |
| Barnes & Noble (BNBN) | 22,232 | 11.5 |
| LinkExchange (MSFT) | 22,159 | 4.7 |
| Gateway (GTW) | 21,727 | 12.6 |
| AT&T (T) | 21,391 | 12.4 |
Impressions reported include house ads, which are ads that run on an
advertiser’s own web property. Top Banners, ranked according to reach percent, were:
| Advertiser | Reach % | Creative |
| Autoweb (AWEB) | 5.2 | BUY IT; SELL IT |
| Autoweb | 4.9 | GET A PRICE |
| First USA/MSN | 4.8 | Chess Players The World Over Are Joining The Game Against Kasparov. How About You? |
| ShopNow (SPNW) | 4.3 | Win & SPLURGE. Click for CASH. Up to $50,000 |
| eBay/First USA | 3.8 | eBay Visa, Apply now! |
| Casino On Net | 3.4 | Online Gambling. Blackjack, Slot Machines, Roulette, Video Poker. Play Now? Yes, No |
| Lowestfare | 3.4 | Lowestfare.com. So |
| Lowestfare | 3.2 | Sail the high seas at low prices! Click Here. |
| Lowestfare | 3.2 | Airline tickets so cheap, even Scrooges will be clicking! Save 30% on a major airline’s fares. |
Ad banners that run predominantly on an advertiser’s own property are not
included in the above figures.
The average click rate for top banners was 0.49 percent.
Rankings are based on audience measurement of people who have access to the
Internet from home. Reach is a measure of the unduplicated audience that
visits a property.
Nielsen Media Research and NetRatings Inc. also said that their at-home
Internet audience sample now has more than 33,000 members under continuous
measurement, as compared to its initial introduction in March 1999 of 6,000
panelists.