Hitwise Intelligence - LeeAnn Prescott - US
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November 09, 2006
AOL Gold Rush Show Drives Value for AOL and Advertisers, Site Attracts Women 35-44
Today the final episode of AOL's original Internet show, "Gold Rush" will air on goldrush.aol.com. The Gold Rush website reached a rank of 1,037 among all Internet sites in October, and Hitwise clickstream data show that this new effort was successful in driving visits to not only to its advertising partners but to other AOL sites as well.
One quarter (25.4%) of visits leaving the Gold Rush site in October 2006 went to another site in the AOL network. Leading AOL sites receiving traffic from Gold Rush were AOL Search, the AOL portal, AOL Mail, AOL Music, and Mapquest. Advertising partners received an additional 12.5% of the traffic leaving the Gold Rush site in October 2006 and broke down as follows:
Google (www.google.com)
4.9% of downstream visits
Chevrolet (www.chevrolet.com)
1.4% of downstream visits
Coke Zero (www.cocacolazero.com, mcr.us.icoke.com, www.cokezero.com)
4.5% of downstream visits
Best Buy (www.geeksquad.com and www.bestbuy.com)
1.3% of downstream visits
T-Mobile (www.myfaves.com and hotspot.t-mobile.com)
0.51% of downstream visits
Hitwise demographic data for the four weeks ending November 4, 2006 show that 69% of visitors to the Gold Rush site were female, and were 20% more likely than the average Internet user to be between the ages of 35 and 44. They were also 38% more likely than the average internet user to have annual household incomes under $30K. Following is the age and income breakdown.
This data shows that an Internet only TV show can be successful in not only attracting an audience, but also driving value for advertisers. The demographic data demonstrates that the concept appeals to women of parenting age, a valuable audience for advertisers. It also is a smart move for AOL to create awareness of its online properties as it continues the transition from subscriber-only content to free content.
Posted by LeeAnn Prescott at 01:39 PM
Posted to Television
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