nline commercials for movies and TV shows may have become de rigueur by now, but according to a study by Nielsen/NetRatings (www.nielsen-netratings.com) the entertainment industry still has a small share of the pie. In July, the industry was responsible for only three per cent of all online display ads, the same as in January.

The top advertiser in the category was News Corp., which accounted for 15.3 per cent of online display ads. The other biggies were Time Warner with 10.9 per cent, The Walt Disney Corp. with 10.5 per cent, General Electric Company with 10.1 per cent and Sony Corporation with 8 per cent. Interestingly, the financial services sector was responsible for the single largest proportion of display ads at 25 per cent which went up from 21 per cent. Web Media accounted for the second largest proportion at 18 per cent, while retail goods and services accounted for 17 per cent.... more