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Web advertisers top spending charts

Advertisers spend $71.7 million on the World Wide Web in the first six months of 1996.

Advertisers spent $71.7 million on the World Wide Web in the first six months of 1996, according to a report in Advertising Age, an industry trade paper.

Second-quarter spending was also up, totaling $43.4 million, up 83 percent from the first quarter.

Not surprisingly, two-thirds of spending came from Internet, telecommunications, and computer companies. The only non-Internet firm in the top 15 was Toyota Motor Sales USA, ranked 13 for spending $868,900.

Notably absent, said Ad Age, were consumer-oriented marketers, who accounted for just 14 percent of second-quarter spending. Procter & Gamble, embarking on a major test of Web advertising, came in 17th with $488,750 in spending, all in the second quarter. Automobiles, travel, and financial services comprised about 10 percent of spending.

Web advertising pales compared to ad spending on other media, the magazine noted.

Microsoft was the Web's biggest spender, shelling out $2.9 million in the first six months of 1996.

Netscape Communications ranked as the top Web publisher, generating $9.7 million in ad revenue from January through June. Those figures include $6.25 million in payments from five Internet search sites to be listed as primary directories on Netscape's home page. Those search engines include Yahoo, Infoseek, Excite, McKinley Group's Magellan, and Lycos.

After Netscape, the strongest Web publishers are the search engines. Infoseek and Yahoo rank closely at numbers two and three in revenue for the first half, but the strongest showing may be from Excite, which racked up $3.6 million in ad revenues ranking fifth.

Factoring out that spending, Ad Age dropped Netscape to fifth on the list of ad-supported Web publishers. Similarly, the search engines, all ranked among the top ten advertisers, would fall off the top ten list entirely.

The study counted ad banners on 119 Web sites, accounting for 93 percent of total Web ad revenue, and used published rate cards to determine revenue figures.

The ad spending study, from Jupiter Communications, was revamped from the first quarter report because of criticism from some Web sites, including Yahoo.