Study: More online advertisers are targeting families over kids

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Online advertisers have shifted their focus from kids to families in a study released Sept. 11 from AdRelevance, a division of Web measurement company Media Metrix. The study found that advertising to families increased 96% between May 2000 and August, while advertising targeting kids dropped 56% during that same period. The report, which analyzed standard 468 by 60 banner campaigns of 183 child and family-focused online advertisers, also found most family and child ads ran on a handful of portals, kids and family sites.

Copyright September 2000, Crain Communications Inc.

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