Advertisers benefiting from increased traffic at MarthaStewart.com
The comeback of Martha Stewart following her prison stay is boosting traffic not only at her online store site, but at those of her advertisers as well, according to Hitwise.
Visits to MarthaStewart.com increased by 58% for the week ending Sept. 17, when her daytime show Martha debuted, Hitwise says. Visitors also are staying longer at the site—average session time for the week ending Oct. 8 was 10 minutes, 53 seconds. That compares to average session time of 6 minutes, 29 seconds, for the week ending Sept. 10.
Visits from MarthaStewart.com to advertisers’ web sites also increased. For the week ending Oct. 15, Lucky Brand Jeans, Pantene, and K-mart received 11.2%, 6.4% and 1.4% of visits, respectively, from the Martha Stewart site, Hitwise said.
In addition, 8.9% of visits leaving MarthaStewart.com went to MarthaStewartStore.com, her newly re-opened online store, according to Hitwise.
The majority of visitors to MarthaStewart.com are female (68%), and were 71% more likely to be over 55 years old during the four weeks ending Oct. 8. However, while 27.2% of site visitors were in the over-55 age group for that period, 25.9% were between the ages of 25 and 34 years, Hitwise said.
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