Valentine's Day & the Super Bowl drove online activity in February on day true story

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March 22nd, 2012

RoseValentine's Day had Americans searching the web for flowers, jewelry and just the right e-card for their loved ones. The highly anticipated Super Bowl XLVI drove traffic to a few key advertisers' websites, with especially strong growth seen on Auto Manufacturer sites.

"Valentine's Day and the Super Bowl seemed to be the driving forces behind much of the online activity in February as Americans browsed romantic gifts and checked out Super Bowl advertisers' websites, especially auto makers," said Jeff Hackett, executive vice president of comScore. "In addition, Tax sites posted another month of gains as the filing deadline drew nearer."

Cupid Strikes Web Users
Valentine's Day sparked millions to visit Flowers, Gifts and Greetings sites in early February, with the category rising 28 percent to 29.3 million visitors, according to the comScore Media Metrix service.

Traffic to ProFlowers.com surged 394 percent to the 1 position with 5.4 million visitors, followed by AmericanGreetings Property with 4.6 million (up 20 percent), Gifts.com with 3.6 million and 1-800-Flowers.com, Inc. with 2.5 million (up 103 percent). FTD.com drew 1.9 million visitors (up 204 percent), while PartyCity.com drew 1.8 million (up 9 percent).

E-card sites helped millions send Valentine's Day greetings to loved ones. The category spiked 13 percent in February to 21.5 million visitors. Evite.com ranked at the top of the category with 6.9 million visitors, followed by AG Interactive with 3.4 million (up 37 percent), MyFunCards.com with 2.8 million (up 42 percent), 123Greetings.com with 2.4 million (up 32 percent) and SomeEcards.com with 2.4 million (up 85 percent).

Jewelry, Luxury Goods and Accessories sites also saw a Valentine's Day boost as the category grew 4 percent to 21.3 million visitors, led by 6PM.com with 2.9 million visitors (up 26 percent). Coach.com ranked second with 1.7 million (up 15 percent), followed by Zale Corporation with 1.6 million (up 10 percent), Kay Jewelers with 1.2 million (up 50 percent) and BradfordExchange.com with 1.1 million (up 5 percent).

Auto Maker Sites Score during Super Bowl
Auto Manufacturer ads during the Super Bowl generated plenty of buzz and resulted in considerable gains for the category. More than 27 million people visited an Auto Manufacturer site, representing a gain of 17 percent versus January.

Toyota led the pack with 6.4 million visitors (up 20 percent), followed by Honda with 5.1 million (up 42 percent), General Motors with 4.8 million (up 6 percent), Ford Motor Company with 4.2 million and Hyundai Kia Automotive Group with 3 million (up 51 percent). Chrysler, which had perhaps the most talked-about Super Bowl with Clint Eastwood's "Halftime in America," posted a 17-percent increase to rank sixth in the category with 2.7 million visitors.

Tax Sites Continue to Swell
Traffic to Tax sites continued to climb in February as more Americans prepared to file. More than 45 million visited the category, up 48 percent from January to rank as the fastest growing category for the third straight month.

Top 50 Properties
Google Sites ranked as the 1 property in February with 186.6 million visitors, followed by Microsoft Sites with 174.4 million and Yahoo! Sites with 173.5 million. MySpace jumped 8 positions to rank 42 with 25.5 million visitors, while Yellowbook Network newly appeared on the list at 44 with 24.7 million visitors.

Top 50 Ad Focus Ranking
Google Ad Network led the February Ad Focus ranking with a reach of 92.6 percent of Americans online, followed by AOL Advertising (84 percent), Yahoo! Network Plus (83.1 percent), AT&T AdWorks (82.1 percent) and Google (81.3 percent).

Table 1

comScore Top 10 Gaining Properties by Percentage Change in Unique Visitors* (U.S.)February 2012 vs. January 2012

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

Source: comScore Media Metrix
Total Unique Visitors (000)
Jan-12 Feb-12 % Change Rank by Unique Visitors
Total Internet : Total Audience 220,154 219,988 0 N/A
Healthline 6,105 12,053 97 140
IRS.GOV 16,259 25,051 54 43
Pinterest.com 11,716 17,805 52 91
Go Daddy Group 5,082 6,978 37 239
ABC Television 8,766 11,034 26 152
Interactive One 5,517 6,865 24 246
The Mozilla Organization 16,542 19,794 20 77
BuyCheapr.com 8,582 10,101 18 169
Moguldom Digital Network 8,494 9,860 16 176
Yum! Brands Inc. 6,696 7,610 14 219

*Ranking based on the top 250 properties in February 2012. Excludes entities whose growth was primarily due to tagging through unified digital audience measurement.

 

Table 2

comScore Top 10 Gaining Site Categories by Percentage Change in Unique Visitors (U.S.)February 2012 vs. January 2012

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

Source: comScore Media Metrix
Total Unique Visitors (000)
Jan-12 Feb-12 % Change
Total Internet : Total Audience 220,154 219,988 0
Business/Finance – Taxes 30,715 45,425 48
Retail – Flowers/Gifts/Greetings 22,975 29,295 28
Automotive – Manufacturer 23,163 27,157 17
Services – e-cards 19,102 21,498 13
Travel – Car Rental 6,197 6,812 10
Retail – Computer Software 54,081 58,397 8
Community – Green 24,120 25,509 6
Gambling – Lotto/Sweepstakes 21,933 23,158 6
Business/Finance – Online Trading 10,385 10,884 5
Retail – Jewelry/Luxury Goods/Accessories 20,513 21,293 4

 

Table 3

comScore Top 50 Properties (U.S.)February 2012

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

Source: comScore Media Metrix
Rank Property Unique Visitors(000) Rank Property Unique Visitors(000)
Total Internet : Total Audience 219,988
1 Google Sites 186,590 26 Technorati Media 37,274
2 Microsoft Sites 174,405 27 LinkedIn.com 36,055
3 Yahoo! Sites 173,539 28 Adobe Sites 34,098
4 Facebook.com 158,745 29 AT&T Interactive Network 33,936
5 AOL, Inc. 108,270 30 NetShelter Technology Media 33,571
6 Amazon Sites 105,946 31 Tribune Interactive 32,221
7 Wikimedia Foundation Sites 87,026 32 ESPN 31,744
8 Glam Media 86,668 33 Alloy Digital Network 31,461
9 Ask Network 83,673 34 Disney Online 31,141
10 Turner Digital 80,026 35 Fox News Digital Network 30,672
11 Apple Inc. 78,692 36 Yelp.com 30,586
12 CBS Interactive 78,175 37 Intuit 29,846
13 Comcast NBCUniversal 76,880 38 Break Media 29,803
14 New York Times Digital 75,844 39 Everyday Health 27,924
15 Viacom Digital 73,755 40 Netflix.com 27,354
16 eBay 71,264 41 The Washington Post Company 25,752
17 Federated Media Publishing 60,034 42 Myspace 25,461
18 Demand Media 59,560 43 IRS.GOV 25,051
19 VEVO 59,329 44 Yellowbook Network 24,685
20 Weather Channel, The 55,301 45 Internet Brands, Inc. 24,670
21 craigslist, inc. 52,766 46 Liberty Media Holding Corporation 24,401
22 Gannett Sites 51,173 47 Cox Enterprises Inc. 23,929
23 Answers.com Sites 44,677 48 Scripps Networks Interactive Inc. 23,909
24 Wal-Mart 38,664 49 Target Corporation 23,905
25 Twitter.com 38,434 50 BuzzMedia 23,876

 

Table 4

comScore Ad Focus Ranking (U.S.)February 2012

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

Source: comScore Media Metrix
Rank Property Unique Visitors (000) % Reach Rank Property Unique Visitors (000) % Reach
Total Internet : Total Audience 219,988 100.0
1 Google Ad Network** 203,813 92.6 26 Adconion Media Group** 117,384 53.4
2 AOL Advertising** 184,721 84.0 27 CPX Interactive** 116,608 53.0
3 Yahoo! Network Plus** 182,736 83.1 28 Undertone** 115,734 52.6
4 AT&T AdWorks** 180,688 82.1 29 Traffic Marketplace** 108,284 49.2
5 Google 178,833 81.3 30 AOL, Inc. 108,270 49.2
6 ValueClick Networks** 175,771 79.9 31 Meebo 97,949 44.5
7 24/7 Real Media Global Web Alliance** 175,227 79.7 32 Bing 91,106 41.4
8 ShareThis 175,005 79.6 33 Amazon.com* 89,795 40.8
9 Yahoo! Sites 173,539 78.9 34 Smowtion Ad Network** 88,754 40.3
10 Microsoft Media Network US** 170,520 77.5 35 Dedicated Media** 86,910 39.5
11 Tribal Fusion** 167,335 76.1 36 Wikipedia.org 86,775 39.4
12 AdBrite** 159,247 72.4 37 Glam Media 86,668 39.4
13 Facebook.com 158,745 72.2 38 Ask Network 83,673 38.0
14 Casale Media – MediaNet** 158,344 72.0 39 Kontera** 83,444 37.9
15 Specific Media** 157,500 71.6 40 Rocket Fuel** 78,111 35.5
16 Collective Display** 150,871 68.6 41 Technorati Media** 74,960 34.1
17 AudienceScience** 145,859 66.3 42 Windows Live 71,214 32.4
18 PulsePoint** 145,733 66.2 43 Monster Career Ad Network (CAN)** 70,909 32.2
19 Cox Digital Solutions – Network** 143,872 65.4 44 Redux Media Network** 62,083 28.2
20 interclick** 143,649 65.3 45 Federated Media Publishing 60,034 27.3
21 Vibrant Media** 143,119 65.1 46 About 59,609 27.1
22 Burst Media** 131,266 59.7 47 Demand Media 59,560 27.1
23 YouTube.com* 126,118 57.3 48 Weather Channel, The 55,301 25.1
24 AdBlade Network** 123,738 56.2 49 Brand.net Network** 52,424 23.8
25 MSN 123,425 56.1 50 MTV Networks Music 52,141 23.7

Reach % denotes the percentage of the total Internet population that viewed a particular entity at least once in February. For instance, Yahoo! Sites was seen by 78.9 percent of the 220 million Internet users in February.
* Entity has assigned some portion of traffic to other syndicated entities.
** Denotes an advertising network. 

 

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