The most clicked-on ad banner for the week ending Sept. 12 was VarsityBooks.com’s ad featuring a
coupon promotion, which had a 9.4% click rate according to Web measurement
firm Nielsen//NetRatings.
The top advertisers, ranked by banner impressions, were:
| Advertiser | Impressions (000) | Reach % | |
| TRUSTe | 284,504 | 14.5 | |
| Microsoft | 155,385 | 29.5 | |
| Amazon | 91,548 | 26.9 | |
| Yahoo! | 42,162 | 17.1 | |
| SexSwap | 41,712 | 2.3 | |
| Red Cross | 40,226 | 11.1 | |
| SexTracker | 36,337 | 4.6 | |
| AT&T | 35,666 | 14.3 | |
| America Online | 33,055 | 15.6<.TD> | |
| CDNOW | 30,677 | 13.8 |
Impressions reported include house ads.
The top banners viewed, ranked according to reach percent, were:
| Advertiser | Reach % | Creative |
| GetSmart | 4.0 | Find: A Loan for Me. |
| Red Cross | 4.0 | American Red Cross. |
| Bonzi Software | 3.9 | Speed Up Internet Connection |
| First USA/Microsoft | 3.9 | Chess Players The World Over Are Joining The Game Against Kasparov. How About You? |
| Beyond.com | 3.5 | Save $100 on the HOT RIO MP3 Player. Only $49.99 with rebate. |
| eBay | 3.4 | eBay Visa. Apply now! |
| About.com | 3.1 | User survey about gun control. Should all guns be outlawed? Yes, No |
| Red Cross | 2.9 | American Red Cross. Earthquake! Click here! |
| Beyond.com | 2.8 | WIN A Sega Dreamcast System! |
| Autoweb | 2.7 | GET A PRICE |
Banners may be viewed here. Ad banners
that run predominantly on an advertiser’s own property or house ads are not
included in the above.
Rankings are based on audience measurement of people
who have access to the Internet from home. Reach is a measure of the
unduplicated audience that visits a property.
