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Hot Properties: AdweekMedia Unveils 3rd Annual Digital Hot List
[September 09, 2007]

Hot Properties: AdweekMedia Unveils 3rd Annual Digital Hot List

NEW YORK --(Business Wire)-- Leapfrogging into the number one spot, red hot Facebook earned top honors from AdweekMedia by demonstrating explosive growth over the last year. MySpace, still the largest social networking site with 59.7 million uniques (#2), video sharing phenom YouTube (#3), and celebrity chronicler (#4) follow, making social networking, video sharing, music downloads and celebrity gossip the hottest trends on the Web. Based on hard numbers and the ephemeral "it" factor, this year's "Digital Hot List," which appears in the September 10 issues of Adweek, Mediaweek and Brandweek, and online at,, and, also factors technological innovations, ad execution and user engagement.

The select top 10 were chosen according to substantial and consistent growth in key audience metrics, as well as buzz among media and marketing insiders. The top four all return to the list from last year, while newcomers such as Will Ferrell's and, an offering from a more traditional media company, fill out spots five through 10.

"From the way in which we acquire everyday information to the hottest trends on the Web, much is generated by the indomitable sites that lead the pack in online content," said AdweekMedia's Special Reports Editor Tony Case. "The broad range of sites on this year's - including behemoths like Facebook, MySpace and You Tube, as well as relative unknowns such as and - really illustrate the continued growth and wide-spread influence of online content backed by innovative technology, ad execution and strong user participation."

The 2007 Adweek Media "Digital Hot List":

1. The onetime student-driven site opened wide this year in a crucial move that let anyone join and allowed third-party developers to build applications. Though smaller than MySpace, its audience has skyrocketed, bringing in big-name brand attention.

2. 60 million monthly unique users congregate, connect--and now, consume content via the likes of Reuters and RipeTV. In February, Fox Interactive Media snatched up Strategic Data Corporation, which also resulted in the "Never Ending Friending Study."

3. YouTube: Just two-and-a-half years old, the video-sharing behemoth continues to grow with the world's hottest tracks; Google's $1.65 billion acquisition has fended off copyright infringement and a new ad system has been deemed a watershed.

4. As online video becomes ubiquitous, TMZ has benefited from the perfect combination of celebrity gossip and rising technology. With 9 million unique users per month, the AOL-owned site's audience ballooned 101% over one year.

5. With a newly revamped Web property serving kids and parents alike, Disney's unique visitor numbers have soared. Disney XD provides a unique social-networking/widget platform for users, resulting in an increase in the individual amount spent perusing the site.

6. Inking deals with NBC, National Lampoon and Paramount Pictures, Veoh is staying ahead of the pack of YouTube wannabees. Veoh expects to play a pivotal role in the evolution of video ads on the Web.

7. Produced by Will Ferrell's production company, the site signals that Hollywood is taking note of the power and ad-revenue of Web video. The site is an avalanche of high-quality fare that also promises to bring a flood of opportunities for marketers.

8. Recently, added full-length on-demand episodes of several of its series, while featuring its original video content. This has generated steady growth in terms of engagement and unique visitors and the site has a huge user fan base.

9. A community site that is dedicated to finding the best (and wackiest) content on the Web. A large male user base; Microsoft inked a 3-year deal with the site to sell the site's display inventory.

10. Paving the way to reach young consumers, imeem provides the means for users to play music, share with friends and discover artists. Imeem, enjoyed triple digit growth this year.

Methodology: Digital Hot List data was provided by Nielsen//NetRatings, which, like AdweekMedia, is part of The Nielsen Company. Adweek and Mediaweek editors considered ad-supported Web sites with a unique audience of at least 1 million as of June of this year, looking at month-by-month growth/declines in unique audience, Web pages per person and time per person for the period June 2006 to June 2007. Figures reflect usage per month, not per session.

About Nielsen Business Media

Adweek, Mediaweek, and Brandweek, are published by Nielsen Business Media, a leading market-focused provider of integrated information and sales and marketing solutions, helping businesses go to market more effectively and efficiently.

Serving seven major market groups and 30 individual markets, spanning the entertainment, media and marketing, retail, travel and performance, design, and life sciences industries, Nielsen Business Media provides business-to-business products and services in print, online and in person.

With 42 publications, more than 60 trade shows, and 185 digital products and services, Nielsen Business Media offers insight, analysis and face-to-face contacts to help professionals better understand their markets, serve their customers, and grow their businesses.

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