OK, so you are an online toy seller. Maybe you are an e-commerce entrepreneur who stocks items in your two-car garage, or maybe you are the digital lead at FAO Schwarz—doesn't matter. You've got to move dolls, tricycles, board games and kiddie electronics in the next few weeks like nobody's business.
And while you should have most of your media plan in place by now, it's never too late to make a smart ad buy. With that in mind, Quantcast did some helpful research, combining first-party and third-party data to suss out what digital properties are most often visited by toy shoppers.
The Web stats company looked at 700 sites to determine what percentage of readers were more likely to buy toys this holiday season than average consumers. The San Francisco company's calculations are on a per capita basis, meaning the audience size of each site isn't important—only its ability to attract toy shoppers matters. (Good Magazine's online readership—tied for 18th in the rankings—is 24 percent more likely to be toy buyers than readers of the average publication, per Quantcast's measurement platform, Audience Grid.) The numbers should give toy marketers an idea of where they can get the biggest bang for their buck.
Check out Quantcast's top 20 index, which includes more than a few surprises (The Onion—really?), and includes a slew of ties: