Online By The Numbers

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The IAB is pleased to announce a new members-only feature on brief reports highlighting useful and sometimes fascinating nuggets about online audiences, based on audience measurement data.  They discuss major trends, examine key demographic or behavioral segments, and examine the impact of real-world events on online audiences.

Our inaugural report looks at the World Cup’s impact on audiences.  According to Akamai, the 2010 World Cup drove the three largest traffic spikes since the inception of their News Net Usage Index five years ago.   We looked for the impact of the World Cup in the monthly data: web audiences to sports sites were 21% higher in July 2010 than they were in July 2009, driven at least in part by the World Cup.  Yahoo! Sports,, and also saw year-on-year traffic increases attributable to the World Cup. increased its audience particularly dramatically, becoming the eighth largest sports site in the US for July.

In addition to the World Cup data, the first IAB audience metrics report looks at the overall top ten sites as measured by Nielsen and comScore; the properties with the largest video audiences; and online audience data for some specific demographics (younger men and women, and affluent users).

View the September 2010 Audience Trend Report

I welcome questions and creative suggestions for future report topics and directions. Feel free to contact me at [email protected] or use the comments below.

Joe Laszlo is Director of Research for the IAB