Survey Finds Holiday-Related Ads Surged Near Christmas

Web measurement firm NetRatings said holiday advertising online jumped from 20 percent of total Web advertising during the week of Dec. 6, 1998 to 36 percent for the week of Dec. 20, 1998.

Here’s a breakdown of holiday advertising by category for the past few weeks, according to NetRatings:

20-Dec 13-Dec 6-Dec 29-Nov
Category Reach % Reach % Reach % Reach %
Apparel NA 1.18% 3.38% 4.30%
Auction 1.07 6.35 8.07 4.6
Books/CDs 10.73 15.37 19.44 10.6
Catalogs 27.31 24.66 20.44 26.5
Computer Products 4.59 12.46 11.19 4.6
Flowers 10.74 2.95 5.55 NA
Garden 5.91 7.35 4.14 3.5
Greeting Cards NA NA 1.39 1
Shopping Network 23.67 19.44 17.41 33.2
Toys 0.53 1.68 2.7 8.4
Travel 13.45 7.03 3.79 NA

Also, NetRatings said the top 10 holiday advertisers for the weeks of Dec 13 and Dec 20, 1998, were:

Dec. 20, 1998

  1. CatalogLink
  2. LowestFare
  3. MSN Shopping
  4. eBay
  5. 1800 Flowers
  6. Barnes and Noble
  7. Garden.com
  8. Egghead
  9. Brandsforless.com
  10. CD Now

Dec. 13, 1998

  1. CatalogLink
  2. MSN Shopping
  3. Barnes and Noble
  4. Garden.com
  5. Compaq
  6. Egghead
  7. LowestFare
  8. CD Now
  9. FTD Flowers
  10. Audio Book Club

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