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Jun 16, 2005

"The Force" Draws Millions to Online Movie Ticket Merchants in May

RESTON, VA, June 16, 2005 - comScore Media Metrix today released its monthly analysis of consumer activity at top online properties and categories.  The May release of Star Wars Episode III: Revenge of the Sith drove increased visitation to a broad range of Web sites and categories.  The Web's top movie ticket merchants capitalized on the phenomenonwitha significant increase in traffic compared to last year, including MovieTickets.com (75 percent increase), Fandango.com (65 percent) and Moviefone (44 percent).  In addition, traditional spring events such as Mother's Day, Memorial Day and school graduation ceremonies propelled consumers to retail sites offering flowers, gifts, food and other products.

 

"Millions of consumers contributed to the Star Wars online frenzy by viewing trailers, checking movie times, and buying tickets and merchandise," said Peter Daboll, president and CEO of comScore Media Metrix.    "Others continued the longstanding tradition of sending Mother's Day and graduation gifts through trusted Web merchants.  The diverse and intense shifts in online activity we recorded in May are another reminder of the importance of the Web - and broadband - to consumers and commerce alike."

  Star Wars Fanatics Invade the Web

The May 19 premier of Star Wars Episode III: Revenge of the Sith had a major impact on Web traffic during the month.  The Entertainment - Movies category saw its traffic increase by 12 percent to 58.5 million visitors in May (see table 2).  During the week the movie was released, more than 25.2 million Americans visited sites in this category - the highest weekly total thus far in 2005.  IDG Entertainment saw its total traffic increase by 78 percent during the monthbetween April and May as more than 3.8 million people visited its StarWars.com site.  

 

Star Wars fanatics and other movie buffs sought tickets and show times at Fandango.com, increasing its traffic 52.5 percent to 4.7 million visitors, and AMC Entertainment sites, which jumped 63 percent to 1.1 million visitors in May.turned to the Web in droves to secure quickly selling tickets.  Nearly all of the top ticket merchants saw increases compared to last May.  Category leader Moviefone, which was partnered with StarWars.com, drew 15.3 million visitors, an increase of 29 percent compared to a year ago.  With 12.5 million visitors, Yahoo! Movies jumped 26 percent compared to last year, while Fandango.com and MovieTickets.com were up 65 and 75 percent, respectively. 

 

The Retail - Toys category was also influenced by the Star Wars phenomenon.  EntertainmentEarth.com, a site specializing in the sale of action figures, saw its traffic jump 90 percent as it featured Star Wars toys and novelties prominently on its home page.  Traffic to Lego.com rose 52 percent as it introduced new toys related to the sixth installment in the galactic epic.  

 

Mother's Day, Graduation Create Spring's Gift-Giving Season

Mother's Day, graduation and weddings made Flowers, Gifts & Greetings the top-gaining category in May, jumping 30 percent to reach 43.8 million unique visitors in May.  comScore e-commerce research revealed that online spending on Flowers and Gifts totaled $144.5 million dollars during the week that ended on Mother's Day, May 8, 2005, representing a 27-percent increase from the week of Mother's Day 2004. In addition, FTD.com and 1-800-Flowers were the top two gaining properties in May, with respective increases of 152 and 129 percent over April (see table 1).  Gift giving drove other categories as well, including Home Furnishings, which drew 33.4 million visitors in May. 

 

Americans Eating Up Food Sites

The unofficial kickoff of barbecue season and Mother's Day together played a major role in the 17-percent increase in the Retail - Food category.  Omaha Steaks enticed 1.4 million visitors in May, a 195-percent increase compared to April, as consumers purchased meat products to serve as gifts and main courses at Memorial Day cookouts.  Other sites that offer food as gifts also saw significant increases, including Williams-Sonoma.com (35 percent) and Godiva.com (79 percent).  Meanwhile, Pillsbury.com received 1.1 million visitors in May, an increase of 101 percent from April, as bakers swarmed the site to submit recipes for Pillsbury's 42nd Bake-Off Contest where finalists will compete for a $1 million grand prize in March 2006.

 

New Beginnings Boost Job Search, Classifieds Sites

More than one million Americans graduated from college in May and turned to the Web to plot the next step in their lives.  Sites in the Job Search category provided a starting point for more than 15 million visitors, an increase of 13 percent compared to April.  Among the University audience, Job Search growth was even more pronounced, jumping at 24 percent in May to 1.2 million visitors.  CareerBuilder.com's job search pages drew 7.8 million visitors, 25 percent more than in April.  Graduates also turned to the Web to find new living quarters, which contributed to 12-percent growth for the Classifieds category, attracting 23.7 million visitors in May, including 2 million from the University audience. The top sites within the category were Trader Publishing Company, which includes apartment search site ForRent.com, and Craigslist.org, featuring everything from housing to merchandise to personals ads.

 

Consumers Prepare for Summer with Trip Planning, Body Shaping

Seasonal growth in the Travel - Information category, which grew 10 percent to reach 40 million visitors in May, showed that consumers clearly have summer vacations on their minds.  Many of those turned to Yahoo! Travel (up 15 percent), TripAdvisor (up 14 percent) and TravelZoo (up 38 percent).  May travel sales reached $5.3 billion, 10 percent more than April and 32 percent higher than May 2004.

 

Many Americans clearly plan to shape up before they ship out for vacation pools and beaches.  The Retail - Health Care category grew 11 percent to 22.3 million visitors on the strength of fitness-related sites.  TrimLife.com, a site for the popular weight-loss program, saw its traffic grow 97 percent in May, while traffic to strength-training equipment maker Bowflex increased 113 percent.  A Special K brand promotion outlining a diet designed to help consumers "lose six pounds in two weeks" helped drive Kellogg Company sites up by 161 percent to 1.8 million visitors in May.

  Top 50 Properties

Within the top 10 properties (see table 3), New York Times Digital attracted 1.9 million more visitors and moved up one spot to number 10.  Americans sending and receiving e-cards to mark Mother's Day and graduations flocked to AmericanGreetings Property, translating into a 17-percent spike in traffic and a 9-spot gain for May's number 44 property.  In its first month as a standalone property, MySpace.com attracted 15.6 million visitors, finishing at number 38.

 

Among sites in both the April and May Top 50 Properties, Shopzilla.com Sites had the largest jump (8 spots); 16 percent more Americans visited the property in May, when it was the number 33 property.  E.W. Scripps, which coincidentally announced its acquisition of Shopzilla last week, drew traffic in May through both its Do It Yourself Best Built Home Giveaway and increased interest in its Food Network content.  Collectively, these trends helped Scripps climb 7 spots and finish at number 42.  The start of the summer travel season drove increases at Travelocity (up 5 spots to number 41 in May) and Orbitz.com (up 4 spots to number 35 in May).  Finally, increased traffic to iTunes resulted in a 5-spot jump for May's number 30 property, Apple Computer, Inc.

 

Top 50 Ad Focus Ranking

Advertising.com again finished atop the Ad Focus Ranking in May (see table 4) by reaching 80 percent of all online Americans, marking 13 consecutive months in the top spot.  Yahoo! (number 2) and Fastclick (number 3) each reached 71 percent of the U.S. online audience in May.  The rest of the top 10 remained the same, though AOL and Tribal Fusion each moved up one spot to numbers five and nine, respectively.

 

CoolSavings.com marked its first month in the Ad Focus Ranking by finishing at number 43 with 14.3 million visitors.  Eager Americans searching for summer travel deals led to increases of 8 spots at Travelocity All and 6 spots at Orbitz.com, which finished May at numbers 30 and 35, respectively.  Finally, MySpace.com attracted 2.1 million more visitors in May than in April, which translated into an 8-spot gain.  MySpace.com has moved 8 spots in each of the last two months' Ad Focus Rankings, settling at number 36 in May.

 

TABLE 1

 

Top Ten Gaining Properties by Percentage Change in Unique Visitors*

May 2005 vs. April 2005 Total U.S. Home, Work and University Internet Users Source: comScore Media Metrix
Property

Apr-05

(000)

May-05

(000)

Percentage

Change

Rank by

 Unique Visitors

Total Internet Population

164,961

165,420

0.3%

N/A

FTD.COM

1,394

3,513

152%

237

1-800-Flowers

5,038

11,524

129%

59

Oxygen Media

2,295

4,454

94%

94

IDG Entertainment

2,626

4,675

78%

174

Citysearch

5,661

9,346

65%

77

THEFACEBOOK.COM

4,330

6,964

61%

113

PROFLOWERS.COM

3,656

5,614

54%

148

FANDANGO.COM

3,091

4,713

52%

170

LETSTALK.COM

2,328

3,428

47%

245

123GREETINGS.COM

2,633

3,821

45%

223

*Ranking based on the top 250 properties in May

 

TABLE 2

 


Top Ten Gaining Categories by Unique Visitors May 2005 vs. April 2005 Total U.S. Home, Work and University Internet Users

Source: comScore Media Metrix

 

Apr-05

(000)

May-05

(000)

Percentage Change

Total Internet Population

164,961

165,420

0.3%

Retail - Flowers/Gifts/Greetings

33,743

43,756

30%

Retail - Toys

15,764

18,411

17%

Retail - Food

10,522

12,270

17%

Career Services and Development - Job Search

13,393

15,079

13%

Entertainment - Movies

52,121

58,475

12%

Retail - Home Furnishings

29,862

33,357

12%

Directories/Resources - Classifieds

21,243

23,715

12%

Retail - Mall

28,869

32,179

11%

Retail - Health Care

20,164

22,295

11%

Travel - Information

36,389

40,009

10%

 

 

TABLE 3

 

Top 50 Properties May 2005 Total U.S. - Home, Work and University Locations

Unique Visitors (000)

Source: comScore Media Metrix

Rank

Property

Unique Visitors

(000)

 

Rank

Property

Unique Visitors (000)

 

Total Internet Users

165,420

 

 

 

 

1

Yahoo! Sites

119,096

 

26

Target Corporation

19,514

2

Time Warner Network

117,853

 

27

Infospace Network

18,988

3

MSN-Microsoft Sites

110,524

 

28

Bank of America

18,873

4

Google Sites

81,528

 

29

CareerBuilder LLC

17,770

5

eBay

64,294

 

30

Apple Computer, Inc.

17,116

6

Ask Jeeves

43,441

 

31

Classmates.com Sites

16,968

7

Amazon Sites

41,016

 

32

Intermix Media

16,424

8

CNET Networks

33,304

 

33

Shopzilla.com Sites

16,200

9

Viacom Online

33,224

 

34

OVERSTOCK.COM

16,142

10

New York Times Digital

31,628

 

35

ORBITZ.COM

15,766

11

Verizon Communications Corporation

31,483

 

36

United Online, Inc

15,735

12

Walt Disney Internet Group (WDIG)

30,549

 

37

Comcast Corporation

15,654

13

Monster Worldwide

30,405

 

38

MYSPACE.COM

15,578

14

Weather Channel, The

27,471

 

39

News Corp. Online

15,431

15

Vendare Media

26,972

 

40

iVillage.com: The Womens Network

15,102

16

Lycos, Inc.

26,387

 

41

Travelocity

14,820

17

Expedia Travel

25,933

 

42

E.W. Scripps

14,611

18

AT&T Properties

22,836

 

43

COOLSAVINGS.COM

14,288

19

Real.com Network

21,887

 

44

AmericanGreetings Property

14,267

20

Wal-Mart

21,258

 

45

ESPN

13,923

21

Trip Network Inc.

21,049

 

46

Ticketmaster

13,614

22

Shopping.com Sites

19,825

 

47

Sears Sites

13,468

23

Gorilla Nation Media

19,824

 

48

Cox Enterprises Inc.

13,438

24

Weatherbug Property

19,656

 

49

SBC Communications

13,223

25

Gannett Sites

19,564

 

50

Sony Online

13,002

 

 

TABLE 4

 

Ad Focus Ranking

Unique Visitors (000)

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

May 2005

Source: comScore Media Metrix

 

Rank

Property

Unique Visitors

(000)

Reach %

 

Rank

Property

Unique Visitors (000)

Reach %

 

Total Internet Users

165,420

100%

 

 

 

 

 

1

Advertising.com**

132,142

80%

 

26

MaxOnline**

20,136

12%

2

Yahoo!

118,076

71%

 

27

CareerBuilder Network

19,797

12%

3

Fastclick**

117,014

71%

 

28

WeatherBug

19,452

12%

4

MSN

96,849

59%

 

29

CNET

18,582

11%

5

AOL

88,088

53%

 

30

Travelocity All

17,392

11%

6

Vendare Media - TrafficMarketplace**

87,691

53%

 

31

Disney Online

17,027

10%

7

Casale Media Network**

79,410

48%

 

32

CLASSMATES.COM

16,968

10%

8

GOOGLE.COM

78,663

48%

 

33

SuperPages Network

16,617

10%

9

Tribal Fusion**

75,997

46%

 

34

CHEAPTICKETS.COM

16,289

10%

10

YAHOO.COM Home Page

75,452

46%

 

35

ORBITZ.COM

15,766

10%

11

ValueClick Media**

61,186

37%

 

36

MYSPACE.COM

15,578

9%

12

EBAY.COM

60,591

37%

 

37

REAL.COM

15,352

9%

13

MSN.COM Home Page

53,298

32%

 

38

Claria Applications

15,291

9%

14

24/7 Real Media**

52,481

32%

 

39

WebMD Health Network

15,267

9%

15

BURST! Media**

51,045

31%

 

40

iVillage.com: The Womens Network

15,102

9%

16

Ask Jeeves

43,441

26%

 

41

Netscape

14,919

9%

17

EBAY.COM Home Page

36,062

22%

 

42

MONSTER.COM

14,461

9%

18

Business.com Network

35,659

22%

 

43

COOLSAVINGS.COM

14,288

9%

19

MSNBC

26,848

16%

 

44

ESPN

13,923

8%

20

ABOUT.COM

26,708

16%

 

45

TICKETMASTER.COM

12,657

8%

21

Lycos Network

26,315

16%

 

46

IMDB.COM

12,634

8%

22

Expedia Travel

25,933

16%

 

47

WhitePages Network

12,528

8%

23

WEATHER.COM

25,123

15%

 

48

BIZRATE.COM

12,417

8%

24

AOL Business Network

23,376

14%

 

49

WHITEPAGES.COM

11,576

7%

25

CNN

20,233

12%

 

50

FOX Sports on MSN

11,265

7%

 

Reach % denotes the percentage of the total Internet population that views a particular entity at least once in May.  For instance, Yahoo! was seen by 71 percent of the over 165 million Internet users in May.  The notation "**"indicates that the entity is 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 provides unparalleled insight into consumer behavior and attitudes. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore explicit 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 patent-pending 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,  Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Nestlé, Bank of America, Universal McCann, the United States Postal Service, GlaxoSmithKline and Orbitz.  For more information, please visit www.comscore.com.

 


Contact:
Andrew Lipsman
comScore Networks
(312) 775-6510
press@comscore.com