BUSINESSWEEK ONLINE:   Business Week ebiz
DATA MINE Dec. 21, 1999 Who's Breaking Through? With dot.com companies spending an estimated $1.4 billion on holiday ads, a lot of that is bound to be wasted. Active Research Inc. says 25% of Web users can't recall a single ad for an Internet company. And only a dozen ads could be recalled by just 1% of Active's 1,700-plus respondents. Most recalled Internet ads (by % of respondents who remember the spot) Amazon.com 10.5% eToys 3.2% Yahoo! 3.2% Monster.com 2.2% CNET 2.0% eBay 1.8% Pets.com 1.8% DATA: Active Research Inc. _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ BACK TO TOP					MORE NUGGETS The Mother Lode Collected nuggets from Data Mine