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February 9, 2000
 
Dot.Com Ad Spending Shows Signs Of Huge 4th Quarter
October Topped $473 Million
 
Dot.com companies began the fourth quarter with an ad spending explosion, spending $473 million in the month of October, up over 500% from the same period a year ago. The one month total was greater than each of the first two quarters of this year. Network TV was the big winner of the October spending spree with $127.9 million in ad spending, topping its entire third quarter total of $78.6 million.

This information was issued today by Competitive Media Reporting (CMR), the nation's leading tracker of advertising intelligence. The CMR information reflects advertising dollars spent in television, newspapers, magazines, radio and outdoor.

"It is surely the fastest growing industry we have seen," said Jerry Arbittier, senior vice president corporate research and analysis at CMR. "We anticipate that the holidays had an even bigger impact on the rest of the quarter."

Top spenders
Early signs of a strong holiday ad spending push show many companies' October spending surpassing their third quarter totals. Etoys at #3 spent $9.9 million in October compared to $6.9 million in the first nine months of this year. K-BKids.com (#7) spent only $187 thousand during the first nine months, but began the fourth quarter with $8.7 million, while #8 Intel went from $600 thousand through three quarters to $7.8 million in October.

Ameritrade was the leader for the month at $25.2 million. E-trade was second at $17 million, but remains the top spender for the year's first ten months at $106 million.

The CMR information reflects advertising dollars spent across all media. CMR provides strategic advertising intelligence to advertising agencies, advertisers, broadcasters and publishers. The tracking technologies collect occurrence and expenditure data as well as the creative executions of over 900,000 brands in 15 media.

Dot.com Ad Spending
Category Oct. 1999 Jan.-Sept. 1999 YTD Total Oct. 1998 Oct. 98/99
% Change
On-line & Internet Services 92,296,900 288,860,000 381,156,900 27,666,900 233.60%
E-Commerce 381,158,900 1,077,201,400 1,458,360,400 49,695,700 667%
Total dot.com spending 473,455,800 1,366,061,400 1,839,517,200 77,362,600 512%
 
Rank Brand Oct. 1999 Jan.-Sept. 1999 YTD Total Oct. 1998 Oct. 98/99
1 Ameritrade Brokerage 25,176,400 36,389,000 61,555,400 — —
2 E-trade 16,980,900 88,984,900 105,965,800 13,318,100 27.50%
3 Fidelity Investments 12,978,500 11,124,200 24,102,700 — —
4 Etoys 9,937,700 6,912,500 16,850,200 707,200 1305.20%
5 Datek Securities 9,882,100 10,185,700 20,067,800 993,000 895.20%
6 Ivillage.com 9,363,000 13,766,400 23,129,400 5,000 187160%
7 UUnet 9,345,000 7,793,500 17,138,500 762,800 1125.10%
8 K-Bkids.com 8,654,100 187,200 8,841,300 — —
9 Intel 7,837,200 599,800 8,437,000 — —
10 Snap.com 7,602,800 38,055,000 45,657,800 4,712,800 61.30%
11 Merrill Lynch 7,309,100 1,609,000 8,918,100 — —
12 Altavista 7,079,000 4,851,700 11,930,700 — —
13 Webtv Network 5,963,000 6,362,900 12,325,900 4,693,500 27%
14 CNET 5,919,100 14,064,200 19,983,300 25,100 23482%
15 Staples 4,945,000 258,700 5,203,700 — —
 

Dot.com Spending By Media
Rank Measured Media Oct. 1999 Jan.-Sept. 1999 YTD Total Oct. 1998 Oct. 98/99
1 Network Television 127,863,200 278,275,800 406,139,000 22,966,600 456.70%
2 Magazines 75,450,600 265,085,100 340,535,700 18,566,900 306%
3 Cable TV 71,864,800 202,627,000 274,491,800 10,937,800 557%
4 Spot Television 65,345,100 166,928,300 232,273,400 6,598,800 890.20%
5 National Spot Radio 59,560,800 154,621,400 214,182,200 4,881,100 1120.20%
6 National Newspapers 40,074,500 148,659,900 188,734,400 5,785,400 592.70%
7 Newspapers 16,673,800 69,392,200 86,066,000 2,426,200 587.20%
8 Network Radio 8,704,600 43,137,500 51,842,100 3,055,000 184.90%
9 Syndication 6,514,100 5,715,200 12,229,300 1,447,000 350.20%
10 Sunday Magazine 1,404,500 6,978,300 8,382,800 697,900 101.20%
 
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