Dot-coms kicked off the fourth quarter by spending $473 million on advertising in October alone, up more than 500% from the same period a year ago, according to Competitive Media Reporting, New York. The one-month total was greater than each of the first two quarters of 1999. Network TV was the big winner in the October spending spree, garnering $127.9 million and topping its entire third-quarter total of $78.6 million. "It is surely the fastest-growing industry we have seen," said Jerry Arbittier, senior VP-corporate research and analysis at CMR. "We anticipate that the holidays had an even bigger impact on the rest of the quarter." Many online companies' October spending surpassed their third-quarter totals, an early sign of strong holiday ad spending. Etoys.com came in at No. 3 with $9.9 million spent in October, vs. $6.9 million in the first nine months of this year. K-BKids.com, at No. 7, spent only $187,000 during the first nine months, but began the fourth quarter with $8.7 million, while No. 8 Intel went from $600,000 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 ad dollars spent across all media. CMR provides strategic advertising intelligence to ad agencies, advertisers, broadcasters and publishers.
Copyright February 2000, Crain Communications Inc.