Online advertising targeting children declined 56% between May and August, while solicitations aimed at families rose 96% during the same time period, a study by AdRelevance, a division of Media Metrix, revealed.
The study also found that most of the ads it tracked ran on relatively few Web sites, which primarily consisted of portals, kids, and family sites. Child and family sites hosted only 4.6% child-focused fewer ads than the considerably higher-traffic portal sites. But ads targeting families were 22.5% less likely to run on child and family-targeted sites than portals.
Child-focused advertisers relied most heavily on MSN, which captured 13.6% of the impressions, Netscape (13%) and Yahoo! (8.4%), while family-oriented marketers chose Yahoo! (27.1%), AOL.com (12.3%), Go.com (6.9%) and Altavista (5.4%) most frequently.
Television, entertainment and movie advertisers made up 30% of the advertisements tracked on kids and family Web sites, while department stores, pet supply vendors and toy retailers account for a combined 19% of impressions.
The study, the AdRelevance Intelligence Report, analyzed standard 468×60 banner ad campaigns from 183 child and family-focused advertisers between January and August of this year.
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