Visits to eight of the top 10 home and garden sites rose by double-digits in February, with Home Shopping Network experiencing a 31% increase to 3.4 million from 2.6 million a year earlier, according to Nielsen/NetRatings.
Linens ‘n Things had the second largest increase, with visits rising 23% to 1.6 million from 1.3 million; followed by The Home Depot, up 22% to 8.4 million from 6.9 million; Lowe’s, up 21% to 5.8 million from 4.8 million; DIY Network, up 19% to 2.5 million from 2.1 million; IKEA, up 17% to 1.75 million from 1.5 million; HGTV-Home & Garden Television, up 15% to 7.5 million from 6.5 million; eBay Home, up 11% to 11.5 million from 10.4 million; and eBay Crafts, up 6% to 3.7 million from 3.5 million.
Only one site—Pottery Barn—experienced a decrease, with visits dropping 16% to 1.7 million from 2 million.
EBay Home recorded the most traffic in February, followed by The Home Depot, HGTV-Home & Garden Television, Lowe’s, eBay Crafts, Home Shopping Network, DIY Network, IKEA, Pottery Barn, and Linens ‘n Things.
In the top 10 ranked by time per visit, Home Shopping Network led with 24 minutes, 55 seconds; followed by BrylaneHome, 20 minutes, 31 seconds; Collections Etc., 20 minutes, 11 seconds; ltdcommodities.com, 20 minutes, 4 seconds; GE Appliances, 17 minutes, 45 seconds; HGTV, 15 minutes, 3 seconds; DecorateToday.com, 14 minutes, 39 seconds; eBay Crafts, 12 minutes, 22 seconds; eBay Home, 12 minutes, 3 seconds and HarborFreight.com, 11 minutes, 18 seconds.
Also in February, The Clorox Co.’s Clorox brand led the consumer goods home and garden industry in ad impressions, according to Nielsen/NetRatings AdRelevance. The leading brands and their number of impressions (in millions) are:
The Clorox Co., Clorox, 47.0
Sears, Roebuck and Co., Craftsman, 28.7
Altria Group Inc., Tassimo, 15.9
The Procter & Gamble Co., Febreze, 10.1
Masco Corp., KraftMaid Cabinetry, Inc., 9.3
The Procter & Gamble Co., Charmin, 8.9
Weyerhaeuser Co., Trus Joist 6.6
Unilever, ALL, 4.5
The Clorox Co., Formula 409, 4.1
Fortune Brands Inc., Moen, 3.3
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