Posted September 24, 2010 2:56 am by with 0 comments

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Back-to-school and the approaching football season helped books, sports and apparel gain a foothold in August says comScore Media Metrics. The new report takes a look at US web activity in the month leading to a list of the top 50 web properties and the top ten categories.

Retail book sites were the biggest winners in August with an 11% percent increase of July as folks left the beaches and went back-to-school. While Barnes & Noble continues to close brick and mortar stores, their online site was the most visited in this category. 8.3 million people stopped by, up 13% from July. rose 5% which they attribute to school supply shopping. Office Depot rose 20% and OfficeMax rose 32% but is still well behind in total shoppers.

Gotta have new clothes for fall and Zappos took the lead in the apparel category with 6.4 million visitors. LimitedBrands came in next along with Nike, and Gap.

comScore says football fever caused a 23% increase in visitors to Yahoo! Sports as well as good showings for FOXSports and ESPN. The big winner was the NFL Internet Group who doubled their reach in August making them the top gainer of the month.

In the larger scheme of things, Yahoo! Sites actually beat out Google Sites but only by a slight margin, 179.0 million to 178.8. Microsoft, Viacom and iVillage also had nice gains.

BrightRoll Video Network took the lead in the Ad Focus category, followed by TubeMogul Video Ad Platform, SpotXchange Video Ad Network and Firefly Video.

For the rest of the stats, visit and grab the pdf.