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Sports Sites Lure Advertisers; Reversing Downtrend; But ad rates much lower than during boom times when top sites raked it in.(INTERNET & TECHNOLOGY)
Byline: PETE BARLAS
Consumers and advertisers are playing ball on the Web.
Sports-related Internet sites are drawing fans in record numbers. They're also pulling off a rare feat in this economy: They're getting advertisers to join in.
Many advertisers, which once shunned dot-com ad space, now see sports sites as good bets. They're not spending nearly as much as during the dot-com boom, but the trend is a good sign, a new study finds.
No one really knows whether the online ad market is recovering, says Charles Buchwalter, analyst for Nielsen/NetRatings Inc., which did the study. But some pockets are clearly doing better than others, he says. "Sports is one of them."
Sports sites attracted nearly 40 million unique visitors in September, according to comScore Media Metrix. That's up from 37.1 in August.
The jump coincided with increasing drama in the baseball pennant races. Fans also flocked to the Web for the beginning of football and hockey seasons.
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