TNS Unveils First-Half Numbers, Top 50 Advertisers for June

September 6, 2005   |  Comments

Online ad spend trails estimates for the year, but powerhouse sectors like telecom, media, and Internet phone providers show substantial growth.

Online ad spend for the first half of 2005 grew 9.4 percent from the first half of last year, according to TNS Marketing Intelligence. First quarter figures pegged year-over-year growth for online at 8.2 percent.

An early TNS forecast projected an 11.2 percent increase for the year, meaning the industry must make up 1.8 percent the second half to hit those numbers.

"We're not seeing anything that leads us to believe we still can't make that number," said Steven Fredericks, president and CEO of TNS Media Intelligence. Though positive on continued growth for the channel through the end of the year, Fredericks warns that the third quarter will be difficult. Last year the Summer Olympics and national elections boosted advertising figures across all channels, including online.

The Internet saw individual sectors with significant growth. Telecom and media both increased by 43 percent in the first half of the year. Internet phone providers increased their spending by 53 percent during that time.

TNS does not currently include paid search, a sector that Fredericks calls the fastest-growing segment on the Internet.

"If you fold in search advertising, you will see more robust growth," said Fredericks.

Future forecasts and reports from TNS are expected to include search advertising. Fredericks said it will happen as early as next year. Currently the company is working on developing a methodology, and getting buy-in from publishers.

Across all channels, advertising has grown has grown 4.5 percent over the same period last year. That's higher than the 4.1 percent forecast issued earlier this year by TNS.

Top 50 Internet Advertisers by Media Value,
July 2005
Position Advertiser Media Value ($ 000) Sector
1 Vonage 20,312 Tech
2 Purina VAR Pet Food 18,995 CPG
3 Classmates.com 13,330 Misc
4 Netflix.com 12,674 Ent
5 LowerMyBills.com 11,794 Fin
6 Monster.com 7,090 Class
7 Accuquote Insurance 7,043 Fin
8 Ameritrade Brokerage 6,509 Fin
9 ShareBuilder.com 6,088 Fin
10 SBC Yahoo DSL 5,746 Tech
11 Scottrade Stock Brokerage 5,671 Fin
12 Verizon ISP 4,944 Tech
13 University of Phoenix Online 4,275 Edu
14 Harrisdirect.com 4,058 Fin
15 LendingTree.com 4,056 Fin
16 University of Phoenix 4,035 Edu
17 Dell VAR Computers Products Direct 3,849 Tech
18 eBay.com 3,818 Ret
19 Wachovia Bank 3,795 Fin
20 Circuit City 3,757 Ret
21 Dell Plasma TV Electronics Products Direct 3,671 Tech
22 Rent.com 3,502 Class
23 Hydroderm Skin Care 3,442 H/F
24 Freecreditreport.com v Fin
25 E*Trade Financial 3,261 Fin
26 Nextag Services 3,094 Misc
27 Classesusa.com 3,070 Edu
28 Coolsavings.com 3,049 Misc
29 Intelius Online 2,928 Misc
30 Dell Dimension Computer Products Direct 2,923 Tech
31 JCPenny.com 2,906 Ret
32 Wells Fargo Bank 2,884 Fin
33 Amazon.com 2,835 Ret
34 Expedia.com 2,784 T/H
35 Retailreportcard.com 2,762 Misc
36 Candlewood Suites Hotels 2,675 T/H
37 SCI-FI Channel 2,538 Ent
38 Orbitz.com 2,491 T/H
39 Privacy Matters Services 2,469 Mics
40 Devry University 2,461 Edu
41 Business Week Magazine 2,458 Ent
42 E3 Access 2005 Video 2,442 Ent
43 eDiets.com 2,290 H/F
44 Tickle by Emode 2,185 Date
45 1-800-Flowers.com 2,184 Ret
46 American Intercontinential University (AIU) 2,072 Edu
47 CareerBuilder 2,062 Class
48 Andale ISP 2,030 Tech
49 TD Waterhouse 2,029 Fin
50 Verizon Wireless 2,014 Tech
GRAND TOTAL 232,684
Sectors: Auto - Automotive; Class - Classifieds; CPG - Consumer Package Goods; Date - Online Dating; Edu - Education; Fin - Financial Services; H/F - Health & Fitness; M/E - Media & Entertainment; Misc - Miscellaneous; Ret - Retail; Tech - Technology; T/H - Travel/Hospitality
TNS Media Intelligence logo
Top 50 Internet Advertisers In June, 2005

Methodology: Chart represents the value of display advertising in both standard and non-standard ad formats. Media expenditure estimates do not always take into account special considerations including publisher discounts, barter agreements, co-sponsorship, affiliate relationships, etc.

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