December 14, 2007, 12:00 AM

Visits to consumer packaged goods brand sites increase 10% in third quarter

The top consumer packaged goods brand sites attracted 66.4 million U.S. visitors in the third quarter, a 10% increase from 60.3 million in the third quarter of 2006, according to comScore Inc. KraftFoods.com led the category.

The top consumer packaged goods brand sites attracted 66.4 million U.S. visitors in the third quarter, a 10% increase from 60.3 million in the third quarter of 2006, according to comScore Inc. Food or beverage brands accounted for all of the top 10 positions.

The average visitor made 3.9 visits to sites in the consumer packaged goods category, viewing 10.5 pages per visit and spending an average of 9 minutes per site visit, comScore says.

KraftFoods.com led the category with 10.5 million visitors, up 8% from 9.7 million a year earlier, followed by MyCokeRewards.com with 8.6 million visitors, up from 66,000 visitors a year ago, and Millsberry.com, an interactive kids site from General Mills, with 4.98 million visitors, up 11% from 4.5 million in 2006.

Several candy sites also attracted a substantial number of visitors, according to comScore. Wrigley’s Candystand.com had 3.8 million visitors, up 3% from 3.7 million a year earlier, while MyMMs.com attracted 2.3 million visitors, up 77% from 1.3 million. Hersheys.com had 2.1 million visitors, up 11% from 1.9 million in 2006.

“To date, most CPG marketers have been reluctant to move a significant portion of their marketing budgets online because the Internet is not a primary sales channel for their products,” says Carolina Petrini, senior vice president of consumer packaged goods solutions at comScore. “However, many brands have found success by attracting a wide audience online through effective promotions and site activities that appeal to consumers’ lifestyles. Savvy brand marketers are beginning to understand the importance of the online channel as a means of engaging customers, which will ultimately lead to offline sales.”

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