Nielsen: Auto Industry Makes Most Use of Rich Media

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Rich media made up 37.4 percent of all auto online ad impressions in the second quarter of 2002, according to Nielsen//NetRatings, making the auto industry the business sector to use rich media most frequently.


The business-to-business sector was the second-most-frequent user of rich media, using such ads 12 percent of the time, according to data from Nielsen//NetRatings' AdRelevance service announced yesterday.


The entertainment category used the format 9 percent of the time in the second quarter, while the telecom and consumer goods categories both used rich media 8 percent of the time.


Among auto manufacturers, Ford Motor Co. topped the list, accounting for 22 percent of rich media ads in that industry. Toyota claimed a 6.8 percent share, while General Motors took third with 5.7 percent of the auto ad industry share.


General Motors claimed four of the top 10 product brands using rich media, with its Saturn and Cadillac brands claiming 5 percent of the total share.


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