January 26, 2007, 12:00 AM

Linens ‘n’ Things leads growth in Home & Garden sites in December

Linens ‘n’ Things led growth in unique visitors to its web site in December in the Home & Garden category, with unique visitors growing 31% over the year-earlier December, Nielsen/NetRatings reports.

 

Linens ‘n’ Things led growth in unique visitors to its web site in December in the Home & Garden category, with unique visitors (which counts only once each shopper who came to the site, no matter how many time that shopper visited) growing 31% over the year-earlier December, reaching 3.38 million, Nielsen/NetRatings reports.

That rate was enough to rank Linens ‘n’ Things No. 6 on Nielsen/NetRatings’ list of the Top 10 Home & Garden sites in December. The Top 10 with unique audience (in millions) and growth over the prior year were:

 

  • eBay Home: 54.22, -1%
  • Home Depot: 11.44, 13%
  • Lowe’s: 7.87, 4%
  • Home Shopping Network: 4.26, -6%
  • HGTV – Home & Garden Television: 4.18, 2%
  • Linens ‘n’ Things: 3.38, 31%
  • eBay Crafts: 3.25, -15%
  • DIY Network: 2.25, 15%
  • Pottery Barn: 2.13, 5%
  • IKEA: 2.07, 19%

 

Linens ‘n’ Things may have had the fastest growth, but it didn’t make the Top 10 Home & Garden sites in time spent per shopper in December, Nielsen/NetRatings reports. The average for the category was 22 minutes and 26 seconds. The Top 10 were:

  • Home Shopping Network: 33:59
  • Gardeners.com: 29:31
  • LTD Commodities: 27:33
  • Lionbrand.com: 18:47
  • Collections Etc.: 18:09
  • Lenox Saw: 15:54
  • Lakeside.com: 14:40
  • BrylaneHome: 13:54
  • iRobot: 13:45
  • Harborfreight.com: 13:43

 

For December, Nielsen/NetRatings’ AdRelevance report ranks the following as the Top 10 advertisers in Home & Garden, by ad impressions (in millions), with share of impressions in the category:

  • Maytag Corp., Hoover: 88.43, 13.0%
  • Royal Philips Electronics, Norelco: 79.54, 11.7%
  • The Clorox Co., Clorox: 54.36, 8.0%
  • Sears Holdings Corp., Sears: 53.67, 7.9%
  • Altria Group Inc., Tassimo: 27.33, 4.0%
  • Whirlpool Corp., KitchenAid: 19.65, 2.9%
  • Georgia-Pacific Corp., DensArmor: 14.79, 2.2%
  • Royal Philips Electronics, Senseo: 13.60, 2.0%
  • Sanford Uni-Ball: 12.40, 1.8%
  • The Procter & Gamble Co., Swiffer: 11.87, 1.7%

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