Established Net brands beat big-budget sites

Established Internet brands have a higher degree of consumer awareness than new brands with much larger advertising budgets, according to research conducted by CIA MediaLab.

The research found that Yahoo!, the Internet search-engine established in 1994, has the highest prompted awareness with 39 per cent. However, it spent just &£700,000 on advertising last year.

Yet despite having a media spend of &£2.5m, the online auction site brand has just five per cent awareness., which spent &£2.6m last year, has a 28 per cent awareness, beating rival which has just a nine per cent awareness despite a higher advertising spend.

CIA MediaLab, a media research division of CIA Medianetwork, interviewed 500 adults in a national survey of Internet brands.

CIA Medianetwork head of planning David Fletcher says: “It is not just a case of spending the money to launch a site, money must continuously be invested in marketing to fight off competition.”, the sportswear Website, has spent &£1.6m on advertising since its launch last November, but has an awareness of eight per cent., the online late booking service, achieved seven per cent awareness, with an ad spend of only &£600,000.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here