April 28, 2008, 12:00 AM

eBay tops in online ad volume, but Amazon leads in online buzz, study says

Among the leading online retail sites based on number of March purchases, eBay.com dominated in the amount of ad impressions, but Amazon.com outscored all in online buzz, or the number of mentions in weblogs, Nielsen reports.

Katie Evans

Managing Editor, International Research

Among the leading online retail sites based on number of March purchases, eBay.com dominated in the amount of online ad impressions, but Amazon.com outscored all in online buzz, or the number of mentions in weblogs, Nielsen Online reports.

EBay garnered 1.94 billion online ad impressions in March, followed by J.C. Penney at 683.43 million and Amazon at 622.03 million, Nielsen says.

Following are the top 10 online retailers in number of March purchases (in millions), with number of online ad impressions (in millions) and the percentages of ads in display and search form, according to Nielsen’s MegaView Online Retail and AdRelevance reports:
eBay, 26.39; 1,939.73; 42%; 58%
Amazon, 8.07; 622.03; 42%, 58%
Office Depot, 1.90; 32.71; 64%; 36%
J.C. Penney, 1.44; 683.43; 91%; 9%
Ticketmaster, 1.36; 21.74; 88%; 12%
DirectGroup, 1.26; 2.81; 82%; 18%
QVC, 1.22; 3.60; 59%; 41%
Wal-Mart Stores (including Sam’s Club), 1.09; 167.72; 35%; 65%
VistaPrint, 1.04; 30.52; 71%, 29%
Victoria’s Secret, 0.87; 59.40; 0.1%; 99.9%

Nielsen’s BuzzMetrics report, which measured number of mentions of retail sites across more than 23 million blogs in March, found that Amazon scored the highest among the top 15 online retailers ranked by number of March purchases. Although the report didn’t release Amazon’s number of blog mentions, it ranked other retailers based on the volume of buzz they generated as a percentage of Amazon’s buzz.

Following is a list, taken from the top 15 online retailers in number of March purchases, of the 10 leading e-retailers in terms of buzz volume as scored in the BuzzMetrics Buzz Index, which starts with a basis of 100 for Amazon. EBay’s number of mentions in blogs, for example, was 54% of Amazon’s number.

Amazon, 100
eBay, 54
Wal-Mart, 47
Barnes & Nobile, 10
Victoria’s Secret, 5
Walgreens, 5
Ticketmaster, 3
J.C. Penney, 3
Office Depot, 1
QVC, 1

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