Facebook Climbs in Ranking of Top 50 Web Properties

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Digital media research firm comScore has released its ranking of the top 50 U.S. Web properties for August, and once again the list is topped by Google Inc. (NASDAQ: GOOG). comScore counted a total audience of unique website visitors of more than 248 million, more than two-thirds of the total U.S. population, and about 21 million more than the total July count.

Google websites, including YouTube, attracted more than 233 million unique visitors. Yahoo! Inc. (NASDAQ: YHOO) sites attracted more than 217 million visitors to nab second place. These two were July’s leaders as well, but the rest of the top five shifted positions a bit. comScore’s count includes desktop and mobile properties.

July’s number 3, Microsoft Corp. (NASDAQ: MSFT) received 35 million more visitors, but fell from third to fifth in the ranking with a total count of 179 million. AOL Inc. (NYSE: AOL) moved up from fifth to fourth with 181 million visitors in August, up from 104 million in July. Facebook Inc. (NASDAQ: FB) climbed to third with nearly 207 million visitors, up from 144 million in the previous month.

Measured by advertising reach on the desktop only, the top advertising entity is AddThis with a 97.7% reach, compared with number two Google’s 81.2% reach. ShareThis and Outbrain rank third and fourth, followed by Yahoo at fifth with a reach of 73.8%, Facebook with a reach of 63% and YouTube with 54.6%. Rounding out the top ten are AOL with 48.9%, Microsoft’s Bing with 38.1% and Amazon.com Inc. (NYSE: AMZN) with 37.7%.

The highest ranked non-tech, non-media property is Wal-Mart Stores Inc. (NYSE: WMT), which more than doubled its number of visitors from around 34 million in July to 72 million in August. A new entrant into the top 50 properties this month is NFL Internet Group, which claimed nearly 50 million unique visitors for the month of August to rank 48th. Traditional retailer Target Corp. (NYSE: TGT) ranked 49th with just under 50 million visitors, and Townsquare Media Inc. (NYSE: TSQ) closed out the top 50 with 49.45 million unique visitors.

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