Excite First Navigation Network to Support PC-Meter Web Measurement Service

Excite Inc. today announced its support of PC-Meter as the preeminent Web measurement service. PC-Meter is the first service to provide Web data -- such as audience reach and demographics -- that is used in planning and negotiating Web advertising rates. The data is collected digitally via PC-Meter software residing on personal computers in over 4000 households across the United States, measuring actual consumer behavior at the time it occurs.

"Advertisers are demanding better measurement techniques to more effectively make decisions. Excite has, and will continue, to identify, embrace and provide the best tools we can," explains George Bell, president and CEO of Excite. "In the case of PC-Meter, we believe they provide the most accurate research on consumer usage."

"PC-Meter's accuracy and level of detail make it a leading source for understanding the size and dynamics of the home users portion of the interactive marketplace," states Rick Vorhaus, director of advertising for excite.

In addition to Excite, other subscribers to the PC-Meter Web Measurement Service include such diverse companies as AT&T, Microsoft Corporation and Time-Warner; as well as 15 of the leading advertising agencies in the United States.

Excite Audience Reach Steadily Growing

According to PC-Meter's June data, Excite gained 0.8 share points, rising from a May reach of 15.8% to 16.6% for June. Combined with share points of the McKinley Group, a company acquired by Excite earlier this month, and City.Net, Excite's total audience reach for the month of June was 21.3%, maintaining its status as the fifth most-visited site on the World Wide Web.

PC-Meter audience reach data for Excite is based on the percentage of Web surfers using windows-based PCs at home to visit Excite's Web site at least once during the month. Each share point increase represents a significant increase in visitors to the Excite site.

"Excite's steady growth in audience reach is a result of the successful branding of our network," states Bell. "McKinley adds to our momentum as we continue to build our editorial strength and support our audience's desire to cut through the clutter on the Web."

 

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