Report: Top Traditional Advertisers Account for 30% of Online Ads

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The top 100 traditional advertisers as of January had increased their share of the online ad market to more than 30 percent, up from 15 percent two years ago, according to a report released yesterday by Internet audience measurement company Nielsen//NetRatings.

Among the increases was that of AOL Time Warner, which boosted its online advertising by 28 percent since 2001, said Nielsen//NetRatings, New York.

Microsoft raised its use of online advertising 9 percent with the launch of MSN 8, Nielsen//NetRatings reported. Ford Motor Co.'s use of online advertising rose 34 percent, mainly in the fourth quarter of 2002.

Disney's promotion of ESPN The Magazine, ABC's "Alias" and Disney Cruise lines increased its online presence 28 percent. Other big growth rates came from DaimlerChrysler, whose online presence rose 407 percent in 2002 over 2001.

"This increased usage by the heavy hitters of advertising clearly signals their recognition of the validity of the Internet as an effective ad medium," Charles Buchwalter, vice president of client analytics, Nielsen//NetRatings, said in a statement.


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