The most-clicked on ad for the week ending May 2 was from Lowestfare.com, with a2.6 percent click rate and an audience reach of 3.2 percent, according to figures from Nielsen//NetRatings, theInternet measurement service from Nielsen Media Research and NetRatings Inc.
The most-clicked on ad for the week ending May 2 was from Lowestfare.com with a 2.6 percent click rate and an audience reach of 3.2 percent, according to figures from Nielsen//NetRatings, the Internet measurement service from Nielsen Media Research and NetRatings Inc.
Of the top 10 most-visited properties, Yahoo had the most stickiness for the week with the user spending an average of 31 minutes, 7 seconds; least sticky was AltaVista at 6 minutes, 48 seconds per user, the measurement operation showed.
Top advertisers, ranked by banner impressions, were:
| Advertiser | Impressions (in millions) | Reach % |
| 1. Microsoft | 138.0 | 32.5% |
| 2. Amazon | 46.8 | 21.2 |
| 3. Thunderstone | 23.1 | 3.0 |
| 4. Discover Brokerage | 22.0 | 3.3 |
| 5. E*TRADE | 21.7 | 3.2 |
| 6. Waterhouse | 21.5 | 3.1 |
| 7. JFAX | 17.4 | 5.9 |
| 8. CDnow | 17.2 | 5.9 |
| 9. Lowestfare | 15.8 | 7.5 |
| 10. Staples | 15.0 | 5.8 |
The company said the top banners for the week ending May 2, ranked according to reach percentage, were:
The banners may be viewed here. Ad banners that run predominantly on an advertiser’s own property are not included in the count.
Information is based on audience measurement of people who have access to the Internet from home. The Nielsen/NetRatings audience information service collects data from more than 15,000 panelists.
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