Online Video Officially Goes Mainstream as Youtube.com Breaks Into the comScore Media Metrix Top 50 Traffic to MySpace Video Doubles in July; Yahoo! Video Leads the Pack with

a 28-Percent Increase in Visitation Versus June

Sweepstakes From McDonalds, Pepsi, Oprah and Publishers Clearing House

Prove Successful in Attracting Visitors; Political Sites Surge as Primary

Season Approaches



    RESTON, Va., Aug. 15 /PRNewswire/ -- comScore Media Metrix today
 released its monthly analysis of U.S. consumer activity at top online
 properties and categories for July. Of note were the marked increases to
 political Web sites ahead of primary season, as well as the effectiveness
 of summer sweepstakes from McDonalds, Pepsi, Oprah and Publishers Clearing
 House that drove online traffic. Most noteworthy, however, was the
 popularity of online video, which continued to gain steam in July, as
 Youtube.com broke into the comScore Media Metrix Top 50 for the first time,
 debuting at number 40 with 16 million visitors, a 20-percent increase
 versus June. Video-mania also drove a two-fold increase in traffic to
 MySpace Videos, which had 20 million visitors, trailing only Yahoo! Video
 with 21.1 million visitors (up 28-percent from June).
     "Consumers clearly view video as one of the most accessible,
 interesting and entertaining sources of content on the Web," said Jack
 Flanagan, executive vice president of comScore Media Metrix. "The trends
 we're witnessing indicate that online video is emerging from its infancy
 and entering the mainstream. Many publishers and advertisers are responding
 to this trend, which means advertising dollars will continue to migrate
 online where consumers can be targeted with efficiency."
     The Web Plays an Increasingly Important Role in Politics
     The 25-percent increase in traffic to political Web sites, the
 largest-gaining category in July, was particularly noteworthy given the
 recent major upsets in political primaries in Connecticut, Georgia and
 Michigan. CapitolAdvantage.com, a site dedicated to connecting
 organizations to national and state elected officials, rated among the top
 sites in the category with 927,000 visitors, a 4-percent increase from
 June. Political news sites also drove category increases, including
 independent news site Worldnetdaily.com, which increased 22 percent to
 500,000 visitors; Voice of America News ( http://voanews.com ), which
 jumped 50 percent to 368,000 visitors; and NationalReview.com, which rose
 11 percent to 350,000 visitors.
     "The Internet is becoming an important political forum in this country,
 especially as video and blogging become more prevalent," said Flanagan.
 "Politicians recognize the inherent ability of the Internet to connect
 people and ideas, and it will be interesting to observe activity at
 political sites as the November elections approach."
     Americans Flock to Sweepstakes and Lotto in July
     Lotto/Sweepstakes sites enjoyed a surge in traffic in July, rising 19
 percent from June to 33.4 million visitors and ranking as the
 second-fastest growing category for the month. Some of the more noteworthy
 summer sweepstakes included:
     --  Publishers Clearing House's PCH.com, which led the category with
         10 million visitors, a 59-percent increase versus the previous month
     --  Piratesatmcd.com, the Pirates of the Caribbean McDonald's sweepstakes
         site, which saw 3.6 million visitors.  Traffic to the promotional site
         contributed to an 87-percent increase in traffic to the McDonald's Web
         property overall, which drew a total of 5 million visitors
     --  The Oprah Show Summer Sweepstakes, which gives viewers a chance to win
         an all-expense paid trip to an Oprah taping and contributed to a
         42-percent increase in traffic to Oprah.com (3.7 million visitors)
     --  The Pepsi Street Motion sweepstakes, which resulted in a 434-percent
         increase to 689,000 visitors to pepsistreetmotion.com
     Additionally, the following state lottery sites saw traffic increases
 in July: CALottery.com (up 18 percent to 1.4 million), FLALottery.com (up
 24 percent to 1.4 million), Powerball.com (up 9 percent to 1.4 million),
 TXLottery.com (up 11 percent to 827,000), OhioLottery.com (up 15 percent to
 549,000), IllinoisLottery.com (up 12 percent to 360,000), MOLottery.com (up
 18 percent to 360,000), MASSLottery.com (up 36 percent to 359,000) and
 NC-EducationLottery.org (up 6 percent to 345,000).
     Americans Take to the Streets in July
     Consumers continued to plan summer vacations throughout the month of
 July, driving traffic to Car Rental sites. Category visitation increased 9
 percent to 7.1 million visitors, placing it among the top gaining
 categories for the month. Enterprise led the category with 2.4 million
 visitors, marking an 8-percent gain versus June, while traffic to
 Budget.com rose 32 percent to 2.3 million visitors. Hertz and Avis also
 experienced gains, up 9 percent to 1.9 million visitors and 1 percent to
 1.7 million visitors, respectively.
     As Americans prepared for these excursions, sites offering regional and
 local information saw a 9-percent increase to 97.6 million visitors.
 Leading the pack was the AOL Local Network, up 3 percent to 59.7 million
 visitors, followed by the Yahoo! Local Network with 34.3 million visitors
 (up 2 percent), and Real Cities Network with 28.6 million visitors (up 2
 percent).
     Real Estate and Moving Sites Attract Attention in July
     Despite the sagging housing market, Americans continued to show an
 interest in real estate, as evidenced by the 7-percent increase in traffic
 to real estate and moving information sites. Move Network led the category
 with 11.2 million visitors, up 5-percent from June. MSN and AOL Real Estate
 each experienced impressive gains, with 5.1 million visitors (a 25-percent
 increase) and 4.2 million visitors (a 43-percent increase), respectively.
     Top 50 Properties
     Within the Top 50 Properties ranking, Yahoo! Sites retained its number
 one position, drawing more than 129 million unique visitors in July. Dell,
 Facebook.com, JPMorgan Chase, and Overstock.com all re-entered the ranking,
 each reaching more than 14 million unique visitors. Finally, ARTISTdirect
 Network enjoyed an eight-spot increase to number 36, drawing nearly 17
 million unique visitors in July.
     Top 50 Ad Focus
     Advertising.com remained atop the Ad Focus ranking, reaching more than
 84 percent of the 173.2 million Americans online. Also within the top 10,
 Tribal Fusion moved up one spot to number five, touching nearly 107 million
 unique visitors. Precision Click enjoyed a strong debut in the ranking,
 entering this month at number 15, while EA Online Games and CNET re-entered
 the ranking at numbers 47 and 50, respectively.
     TABLE 1
     Top Ten Gaining Properties by Percentage Change in Unique Visitors*
     July 2006 vs. June 2006
     Total U.S. Home, Work and University Internet Users
     Source: comScore Media Metrix
                                                                    Rank by
                            Jun-06       Jul-06      Percentage     Unique
     Property                (000)        (000)        Change      Visitors
     Total Internet
      Population            172,907      173,191           0%          N/A
     WildTangent Network      1,572        6,233         296%          144
     McClatchy Corporation    2,772        7,012         153%          130
     HI5.COM                  2,102        4,030          92%          215
     McDonald's               2,684        5,012          87%          185
     IMAGESHACK.US            5,890        9,847          67%           87
     PCH.COM                  6,302        9,997          59%           85
     THUMBPLAY.COM            3,516        5,325          51%          172
     PartyGaming              4,582        6,712          46%          138
     Yellow Book Network      2,883        4,188          45%          205
     OPRAH.COM                2,585        3,658          42%          236
     *  Ranking based on the top 250 properties in July 2006.
 
 
     TABLE 2
     Top Ten Gaining Categories by Unique Visitors
     July 2006 vs. June 2006
     Total U.S. Home, Work and University Internet Users
     Source: comScore Media Metrix
 
                                      Jun-06         Jul-06        Percentage
                                       (000)          (000)          Change
 
     Total Internet : Total Audience 172,907         173,191            0%
     Politics                          6,478           8,101           25%
     Lotto/Sweepstakes                28,028          33,366           19%
     Education - Information          45,323          52,512           16%
     Online Gambling                  23,289          25,682           10%
     Regional/Local                   89,289          97,565            9%
     Car Rental                        6,507           7,110            9%
     Coupons                          18,806          20,316            8%
     Real Estate                      42,198          45,358            7%
     Job Search                       14,874          15,800            6%
     Classifieds                      35,255          37,423            6%
 
 
     TABLE 3
     Top 50 Properties
     July 2006
     Total U.S. - Home, Work and University Locations
     Unique Visitors (000)
     Source: comScore Media Metrix
 
     Rank    Property          Unique     Rank    Property             Unique
                              Visitors                                Visitors
                                (000)                                   (000)
         Total Internet
         Users                 173,191
     1   Yahoo! Sites          129,439     26  Target Corporation       23,394
     2   Time Warner Network   121,068     27  CBS Corporation          20,855
     3   Microsoft Sites       117,791     28  Real.com Network         20,854
     4   Google Sites          103,860     29  CareerBuilder LLC        20,802
     5   eBay                   75,814     30  Gannett Sites            19,661
     6   MYSPACE.COM            54,522     31  Shopzilla.com Sites      18,602
     7   Ask Network            52,061     32  Vendare Media            18,553
     8   Amazon Sites           46,788     33  Comcast Corporation      17,644
     9   New York Times Digital 38,133     34  ESPN                     17,336
     10  Verizon Communications
         Corporation            36,605     35  Cox Enterprises Inc.     17,126
     11  Weather Channel, The   35,021     36  ARTISTdirect Network     16,959
     12  Apple Computer, Inc.   31,102     37  Trip Network Inc.        16,518
     13  Viacom Digital         30,767     38  WhitePages               16,450
     14  CNET Networks          30,468     39  E.W. Scripps             16,094
     15  Adobe Sites            30,122     40  YOUTUBE.COM              16,080
     16  Expedia Inc            29,724     41  Weatherbug Property      16,016
     17  Monster Worldwide      28,409     42  ORBITZ.COM               15,802
     18  Wikipedia Sites        28,121     43  EA Online                15,681
     19  United Online, Inc     26,788     44  Photobucket.com LLC      15,551
     20  Wal-Mart               26,550     45  iVillage.com: The Womens
     21  Gorilla Nation Media   26,448         Network                  15,227
     22  Disney Online          25,879     46  Capital One              14,960
     23  AT&T, Inc.             25,190     47  Dell                     14,745
     24  Lycos, Inc.            23,688     48  FACEBOOK.COM             14,365
     25  Bank of America        23,500     49  JPMorgan Chase Property  14,361
                                           50  OVERSTOCK.COM            14,335
 
     TABLE 4
     Ad Focus Ranking July 2006
     Total U.S. - Home, Work and University Locations
     Unique Visitors (000)
     Source: comScore Media Metrix
 
     Rank       Property                        Unique
 
 
                                               Visitors         Reach %
                                                 (000)
         Total Internet Users                   173,191          100%
     1   Advertising.com**                      146,212           84%
     2   Yahoo!                                 128,381           74%
     3   ValueClick**                           127,694           74%
     4   AOL Media Network                      112,709           65%
     5   Tribal Fusion**                        106,957           62%
     6   Casale Media Network**                 105,771           61%
     7   MSN-Windows Live                        99,912           58%
     8   Google                                  99,526           57%
     9   Vendare Media - TrafficMarketplace**    96,428           56%
     10  AOL                                     87,936           51%
     11  24/7 Real Media**                       85,940           50%
     12  YAHOO.COM Home Page                     85,680           49%
     13  Burst Media**                           83,634           48%
     14  Tremor Network                          71,001           41%
     15  PrecisionClick**                        69,029           40%
     16  DRIVEpm**                               68,172           39%
     17  EBAY.COM                                67,413           39%
     18  AdBrite**                               62,144           36%
     19  Gorilla Nation Media Network            61,818           36%
     20  Blue Lithium**                          61,113           35%
     21  MSN.COM Home Page                       54,869           32%
     22  MYSPACE.COM                             54,522           31%
     23  Ask Network                             52,061           30%
     24  AdDynamix.com**                         43,721           25%
     25  Vibrant Media**                         39,072           23%
     26  EBAY.COM Home Page                      37,992           22%
     27  ABOUT.COM                               32,736           19%
     28  Business.com Network                    27,871           16%
     29  Disney Online                           25,879           15%
     30  WEATHER.COM                             24,064           14%
     31  Lycos Network                           23,550           14%
     32  CareerBuilder Network                   21,590           12%
     33  CNN                                     20,648           12%
     34  EXPEDIA.COM*                            20,225           12%
     35  GameDaily Custom Network                19,214           11%
     36  IMDB.COM                                18,712           11%
     37  Vendare Media                           18,553           11%
     38  SuperPages                              17,905           10%
     39  The WebMD Health Network                17,699           10%
     40  ESPN                                    17,336           10%
     41  ARTISTdirect Network                    16,959           10%
     42  WhitePages Network                      16,388            9%
     43  Travelocity All                         15,981            9%
     44  WeatherBug                              15,854            9%
     45  ORBITZ.COM                              15,802            9%
     46  EA Online Syndicated Games              15,724            9%
     47  EA Online Games                         15,572            9%
     48  iVillage.com: The Womens Network        15,227            9%
     49  WHITEPAGES.COM                          15,194            9%
     50  CNET                                    14,726            9%
     Reach % denotes the percentage of the total Internet population that
 viewed a particular entity at least once in July. For instance, Yahoo! was
 seen by 74 percent of the more than 173 million Internet users in July.
     *   Entity has assigned some portion of traffic to other syndicated
         entities.
     **  Denotes an advertising network.
 
     About comScore Media Metrix
     comScore Media Metrix, a division of comScore Networks, provides
 industry-leading Internet audience measurement services that report -- with
 unmatched accuracy -- 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 continues
 the tradition of quality and innovation established by its Media Metrix
 syndicated Internet ratings -- long recognized as the currency in online
 media measurement among financial analysts, advertising agencies,
 publishers and marketers -- while drawing upon comScore's advanced
 technologies to address important new industry requirements. All comScore
 Media Metrix syndicated ratings are based on industry-sanctioned sampling
 methodologies.
     About comScore Networks
     comScore Networks is a global leader in measuring the digital age. This
 capability is based on a massive, global cross-section of more than 2
 million consumers who have given comScore permission to confidentially
 capture their browsing and transaction behavior, including online and
 offline purchasing. comScore panelists also participate in survey research
 that captures and integrates their attitudes and intentions. Through its
 proprietary technology, comScore measures what matters across a broad
 spectrum of behavior and attitudes. comScore consultants apply this deep
 knowledge of customers and competitors to help clients design powerful
 marketing strategies and tactics that deliver superior ROI. comScore
 services are used by global leaders such as AOL, Microsoft, Yahoo!,
 Verizon, Best Buy, The Newspaper Association of America, Tribune
 Interactive, ESPN, Fox Sports, Nestle, MBNA, Universal McCann, the United
 States Postal Service, Merck and Expedia. For more information, please
 visit http://www.comscore.com .
 
 

SOURCE comScore Networks, Inc.

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