comScore yesterday launched its Ad Metrix Publisher service, which reports where display ads are viewed across the internet and the characteristics of the people who are exposed to them, and released sample data for competitive sports sites ESPN, Fox Sports on MSN, and Yahoo Sports.
Ad Metrix Publisher captures all types of display advertising – including static and rich media/interactive ads – for the US market, comScore said.
While ESPN, Fox Sports on MSN, and Yahoo Sports had similar ratios of males to females who viewed display ads on the sites, they exhibited different skews by age and household income, according to Ad Metrix Publisher.
Display ads on ESPN reached the highest share of people age 35-44 (28.6%) and households with an income of at least $100,000 (34.7%).
Display ads on Fox Sports on MSN skewed heavily towards people age 45 and older (39.7%) and households earning between $40,000-$59,999 (31.7%).
Yahoo Sports fared best at capturing the 18-34 year old demographic, with 36.5% of its ads reaching people in that age group.
Delving deeper into the 18-34-year-old demographic reveals that Yahoo Sports delivered the most ads to that group, capturing the highest share among the three sites (53.5%).
Although advertising for all three sites reached a similar percentage of viewers within this segment, Yahoo Sports delivered about twice as many ad views.
“comScore Ad Metrix Publisher, the inaugural service from our Ad Metrix product suite, is the first online advertising measurement service to accurately account for the number of ads displayed and tie those views to actual web users,” said Alistair Sutcliffe, vice president of comScore Advertising Solutions.
“Understanding the reach, frequency and audience composition for an online advertising plan is vital information for any media planner. Ad Metrix provides the tools for optimizing the placement of online ad dollars, thereby fulfilling the promise of the internet to deliver greater media accountability.”