An increase in visits at 8 of the top 10 Home & Garden sites in September
Visits to eight of the top 10 online Home & Garden sites increased in September, according to Nielsen/NetRatings. Tide led the group with a 218% increase to 1.6 million visits, up from 503,000 visits a year earlier.
BobVila.com experienced the second largest growth, with visits increasing 53% to 1.4 million from 914,000 in September 2004; followed by HGTV-Home & Garden Television, up 42% to 5.1 million from 3.6 million; The Home Depot, up 32% to 8.7 million from 6.6 million; Lowe’s, up 31% to 6.7 million from 5.1 million; eBay Home, up 28% to 11.9 million from 9.3 million; Home Shopping Network, up 26% to 3.4 million from 2.7 million; and DIY Network, up 18% to 2 million from 1.7 million.
Only one site—Pottery Barn—experienced a decline in visits, dropping 32% to 1.7 million from 2.5 million.
EBay home recorded the most traffic, followed by The Home Depot, Lowe’s, HGTV, eBay Crafts (4 million), Home Shopping Network, DIY Network, Pottery Barn, Tide, and Bob Vila.com.
In the top 10 ranked by time per visit, ltdcommodities.com led with 18 minutes, 38 seconds; followed by Home Shopping Network, 18 minutes, 32 seconds; Lakeside.com, 18 minutes, 4 seconds; Collections Etc., 16 minutes, 6 seconds; BrylaneHome, 12 minutes, 46 seconds; decoratetoday.com, 11 minutes, 59 seconds; eBay Home, 11 minutes, 58 seconds; HGTV, 10 minutes, 58 seconds; Lowe’s, 9 minutes, 30 seconds; and eBay Crafts, 9 minutes, 6 seconds.
Also in September, Royal Philips Electronics Norelco had the most online ad impressions in the consumer goods home and garden industry, according to Nielsen’s AdRelevance report. The leading brands in the report and their number of impressions (in millions) are:
Royal Philips Electronics, Norelco, 79.6
Sears, Roebuck and Co. Craftsman, 35.5
Georgia-Pacific Corp., Dixie, 26.9
The Clorox Co., Clorox, 15.3
Whirlpool Corp., KitchenAid 13.4
The Clorox Co., Formula 409 9.9
Unilever, ALL 9.6
Lennox International Inc., Armstrong 8.5
E. I. du Pont de Nemours and Co., Corian 7.5
The Clorox Co., Tilex 5.0
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