November Dot.Com Ad Spending UP 518% TO $671 Million

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Contact:
Matt Biscuiti
Golin/Harris International
(212) 373-6044
mbiscuiti@golinharris.com

News

February 28, 2000

November Dot.Com Ad Spending UP 518% TO $671 Million
Full-Year Total Approaches $3 Billion Mark

Showing signs of strong holiday ad spending, dot.com companies spent $671.6 million in November, up over 518% from the same period a year ago. The one-month outlay was greater than each of the first three quarters of this year, bringing the total for the first 11 months to over $2.5 billion. Magazines and Network TV were the top media outlets for the spending spree, drawing $155.4 million and $150.7 million respectively.

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.

"This industry is growing at an incredible rate," said Jerry Arbittier, senior vice president corporate research and analysis at CMR. "We are seeing just how big an impact the holidays had on advertising and we can expect that December had an even bigger contribution."

Top spenders
Ameritrade, which did not have any spending in November of 1998, was the leader for the month at $18.6 million. However, many of the top 10 companies showed tremendous growth compared to the same time last year. Snap.com at #2 with $15.2 million, was up 263.7%, Etoys (#5) was up 788% to $13.6 million and Datek Securities (#6) was up a significant 1,167.4% to $11 million.

E-trade at #4 with $14 million, remained the top spender for the year's first 11 months at $119.9 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	Nov. 1999	YTD Total (Jan.-Nov. 1999)	Nov. 1998	Nov. 98/99 % Change
On-line & Internet Services	123,696,900	504,853,800	34,583,700	256.80%
E-Commerce	547,861,000	2,006,221,300	74,026,600	640%
TOTAL dot.com spending	671,557,800	2,511,075,000	108,610,300	518.30%

Rank	Brand	Nov. 1999	YTD Total (Jan.-Nov. 1999)	Nov. 1998	Nov. 98/99 % Change
1	Ameritrade Brokerage	18,566,200	80,130,700	—	—
2	Snap.com	15,230,900	60,888,700	4,188,300	263.70%
3	K-Bkids.com	14,444,800	23,286,100	—	—
4	E-trade	13,958,600	119,945,200	6,317,500	121%
5	Etoys	13,571,000	30,421,200	1,528,300	788%
6	Datek Securities	10,972,200	32,357,300	865,700	1167.40%
7	Fidelity.com Investing	9,851,100	34,156,200	—	—
8	Webtv Network	9,825,700	22,151,600	6,637,900	48%
9	Intel	9,443,300	17,880,300	—	—
10	Altavista	9,425,200	21,355,900	—	—
11	America Online	9,294,400	43,848,700	5,042,700	84.30%
12	Pets.com	8,052,700	14,847,600	—	—
13	Charles Schwab	6,912,500	49,896,500	12,198,700	-43.30%
14	Amazon.com	6,423,500	24,343,000	1,847,400	247.70%
15	Toysmart.com	6,313,800	7,503,000	—	—

Dot.com Spending By Media

Rank	Measured Media	Nov. 1999	YTD Total (Jan.-Nov. 1999)	Nov. 1998	Nov. 98/99 % Change
1	Magazines	155,402,300	495,937,900	22,373,700	594.60%
2	Network Television	150,701,900	556,840,900	26,925,300	459.70%
3	Cable TV	121,799,100	396,290,800	18,676,500	552.20%
4	Spot Television	93,444,500	325,717,900	14,946,700	525.20%
5	National Spot Radio	53,707,300	248,403,200	7,146,500	651.50%
6	National Newspapers	42,453,500	250,674,100	6,920,700	513.40%
7	Newspapers	20,542,500	106,608,500	3,050,900	573.30%
8	Syndication	13,050,300	25,279,600	2,536,900	414.40%
9*	Network Radio	10,306,800	62,148,800	4,097,200	151.60%
10	Sunday Magazine	10,149,700	18,533,000	1,935,800	424.30%

* Network Radio growth may be impacted due to CMR not tracking certain radio networks and sources as of this date.