AT&T Corp, Netscape Communications Corp and Internet Shopping Network are the leading advertisers on the World Wide Web while Netscape, Lycos Inc and InfoSeek are the sites that bring in the most ad money, according to a study of Internet advertising spend by New York-based WebTrack Information Services Inc. The researcher calculated spending by advertisers for Web banners and links at $12.4m in the fourth quarter of 1995. WebTrack researched more than 175 commercial Web sites which solicit paid advertising and found some 250 active Web advertisers with media budgets for electronic adverts ranging from $5,000 to more than $500,000. Other top 10 advertisers include MasterCard International Inc, American Airlines Inc and MCI Communications Corp, while the top 10 accessed Web sites include Time Warner Inc’s Pathfinder, HotWired and the ESPNET SportZone. The top 10 advertisers accounted for $3.2m, 26% of total spending, with the top 20 advertisers accounting for as much as $5.1m, 41% of the total. The research found that 33 advertisers had fourth quarter commitments in excess of $100,000.
