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comScore Networks' New Capability of Classifying Ad Networks By Content Category Enables Advertisers to Align Online Marketing Plans With Major Media Events

Posted on: Wednesday, 31 January 2007, 12:00 CST

RESTON, Va., Jan. 31 /PRNewswire/ -- comScore Networks, a leader in the measuring the digital age, today announced that the firm's audience data for online advertising networks can now be segmented into broad consumer-focused categories through its Media Metrix service. This advanced capability enables online advertisers to better understand advertising opportunities within specific content areas.

"This enhancement provides advertisers and agencies with the ability to make side-by-side comparisons between individual Web sites and advertising networks, in order to select the optimal mix of media vehicles with which to achieve their goals," commented Jeff Hackett, comScore Networks' director of agency relations. "It enables advertisers to gain deeper insight into the most effective vehicles for reaching consumers within a particular content area, while publishers and advertising networks can now quickly identify and evaluate competitors within their content category. In addition, it can be an effective tool for media planners intending to capitalize on the Internet as a secondary advertising channel for high-profile media events in a specific content area, such as the Super Bowl and the Oscars."

Super Bowl and Oscars Present Online Opportunities for Advertisers

While major media events present advertisers with particularly fruitful opportunities to promote their brands on television, the Internet is increasingly being utilized in a similar fashion. With Super Bowl XLI and the 79th Annual Academy Awards on the horizon, leading advertisers are taking advantage of the popularity of related online content areas to reinforce their message.

As an example, in December 2006, the largest advertising network in the Sports category, Advertising.com Sports, reached more than 25 million people online in the U.S. The top properties -- ESPN and NFL Internet Group -- also showed expansive audiences, reaching 17 million and 16 million people, respectively.

Sports Category (with Duplication) Unique Visitors and Percent Reach December 2006 Total U.S. Home, Work and University Internet Users Source: comScore Media Metrix Unique Visitors (000) % Reach Total Internet : Total Audience 174,199 100% Advertising.com Sports * 25,156 14.4% ESPN 17,095 9.8% NFL Internet Group 16,051 9.2% * Indicates that the entity is an advertising network.

In the Entertainment category, Advertising.com Entertainment achieved the highest reach in December (75 million unique visitors), followed by Gorilla Nation Media Network, which reached an impressive 63 million unique visitors. AOL Networks Entertainment represented the top Web entity in the category with an extensive reach of 45 million people.

Entertainment Category (with Duplication) Unique Visitors and Percent Reach December 2006 Total U.S. Home, Work and University Internet Users Source: comScore Media Metrix Unique Visitors (000) % Reach Total Internet : Total Audience 174,199 100% Advertising.com Entertainment* 75,095 43.1% Gorilla Nation Media Network* 63,260 36.3% AOL Networks: Entertainment 45,071 25.9% * Indicates that the entity is an advertising network.

"Consumer attention to these events is not limited to the TV broadcast of the event," continued Hackett. "People turn to the Internet for coverage in the days and weeks preceding the event, giving advertisers a compelling opportunity to integrate effective online programs into their overall marketing strategy."

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/ .

comScore Networks, Inc.

CONTACT: Andrew Lipsman of comScore Networks, Inc., +1-312-775-6510, orpress@comscore.com

Web site: http://www.comscore.com/

Source: PRNewswire

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