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Identified U.S. Social Network Ad Spending2009 Projections*
All $ Estimates and Projections in $ MillionsEstProjected Projected
Local 
Users'09 Local'09 Total
Ad $$ 
Total $$Local $$Social NetworkDescription(Millions)Ad $$Ad $$
Share 
RankRank
MySpace 
General 261.4 $133.651 $502.037
26.6% 
1 2
hi5 
General 80.0 $49.501 $430.649
11.5% 
2 42
Flickr 
Photo Sharing N/A $40.501 $336.343
12.0% 
3 6
Facebook 
General 200.0 $229.468 $310.069
74.0% 
4 1
Twitter 
General 25.0 $34.270 $288.061
11.9% 
5 15
Adult FriendFinder 
Adult-only dating 33.0 $22.276 $194.016
11.5% 
6 43
Tagged.com 
General 70.0 $18.825 $191.476
9.8% 
7 90
LinkedIn 
Business 40.0 $13.923 $126.296
11.0% 
8 83
Netlog 
General 42.0 $12.852 $109.945
11.7% 
9 29
Orkut 
General 67.0 $11.725 $98.056
12.0% 
10 11
Badoo 
General 31.0 $8.514 $86.876
9.8% 
11 93
Fotolog 
Photo Blogging 20.0 $8.407 $86.440
9.7% 
12 101
Bebo 
General 40.0 $8.679 $76.611
11.3% 
13 56
imeem 
Music 24.0 $6.365 $64.656
9.8% 
14 89
Sonico.com 
General 17.0 $4.486 $37.398
12.0% 
15 9
Last.fm 
Music 30.0 $4.244 $35.082
12.1% 
16 3
Yelp, Inc.
Business N/A $3.229 $28.425
11.4% 
17 55
Xanga 
Blogging 27.0 $2.780 $23.961
11.6% 
18 34
Classmates.com 
School, college, work, military 50.0 $2.552 $22.549
11.3% 
19 58
myYearbook 
General 5.1 $2.658 $21.977
12.1% 
20 4
Flixster 
Movies 63.0 $2.333 $20.457
11.4% 
21 52
Tumblr 
General N/A $1.581 $14.201
11.1% 
22 74
Buzznet 
Music and pop-culture 10.0 $1.602 $14.094
11.4% 
23 54
Gaia Online 
Anime and games N/A $1.613 $13.595
11.9% 
24 18
Black Planet 
African Americans 20.0 $1.036 $8.807
11.8% 
25 25
MyLife.com 
General 51.0 $0.933 $8.305
11.2% 
26 67
Plaxo 
Aggregator 15.0 $0.910 $7.771
11.7% 
27 28
Vox 
Blogging N/A $0.775 $7.082
10.9% 
28 85
OkCupid 
Dating N/A $0.819 $6.964
11.8% 
29 26
WAYN 
Travelers 10.0 $0.702 $6.117
11.5% 
30 45
Stickam 
Video and Chat 2.0 $0.529 $5.355
9.9% 
31 86
Plurk 
Micro-blogging N/A $0.548 $4.845
11.3% 
32 60
Mocospace 
Mobile community 3.0 $0.484 $4.322
11.2% 
33 68
Bigadda 
Indian 3.0 $0.466 $4.180
11.1% 
34 73
Care2 
Green living and social activism 10.0 $0.457 $3.997
11.4% 
35 51
Goodreads 
Books N/A $0.384 $3.481
11.0% 
36 80
Geni.com 
Genealogy 15.0 $0.376 $3.194
11.8% 
37 23
CafeMom 
Mothers 1.3 $0.356 $3.107
11.4% 
38 50
Livemocha 
Language Learning 1.0 $0.347 $3.063
11.3% 
39 59
Tribe.net 
General N/A $0.296 $3.023
9.8% 
40 95
Thislist of social networking sites represents an initial look at this segment of the advertising industry. We expect torefine our estimates in this emerging sector as additional information becomes available. We welcome yourcomments at feedback@borrellassociates.com.
Page 1 of 3
 
EstProjected Projected
Local 
Users'09 Local'09 Total
Ad $$ 
Total $$Local $$Social NetworkDescription(Millions)Ad $$Ad $$
Share 
RankRank
MOG 
Music N/A $0.332 $2.962
11.2% 
41 69
Habbo 
General 117.0 $0.334 $2.960
11.3% 
42 62
Fubar 
Adult-only dating 1.2 $0.315 $2.745
11.5% 
43 46
Filmaffinity 
Movies and TV series 0.3 $0.317 $2.638
12.0% 
44 8
Friends Reunited 
School, college, work, military 19.0 $0.292 $2.595
11.3% 
45 66
MyHeritage 
Genealogy 30.0 $0.272 $2.417
11.3% 
46 64
CouchSurfing 
Travelers 1.1 $0.255 $2.186
11.7% 
47 30
Vampirefreaks 
Gothic and industrial subculture 1.9 $0.244 $2.079
11.8% 
48 27
Experience Project 
Life Experiences N/A $0.189 $1.914
9.9% 
49 88
LibraryThing 
Books 0.4 $0.185 $1.561
11.8% 
50 21
Reverbnation 
Music/Bands 0.03 $0.183 $1.533
12.0% 
51 12
Zoo.gr 
Greeks 0.9 $0.161 $1.391
11.6% 
52 37
Gather.com 
General 0.5 $0.153 $1.286
11.9% 
53 17
Ravelry 
Knitting and crochet 0.3 $0.141 $1.198
11.8% 
54 24
SocialGo 
Social Network Builder N/A $0.129 $1.138
11.3% 
55 57
Kiwibox 
General 2.4 $0.123 $1.114
11.1% 
56 79
Fetlife 
BDSM 0.03 $0.123 $1.029
11.9% 
57 14
Travbuddy.com 
Travelers N/A $0.110 $0.949
11.6% 
58 33
Anobii 
Books N/A $0.104 $0.945
11.0% 
59 84
Elftown 
Fantasy and Sci-Fi 0.2 $0.092 $0.941
9.8% 
60 97
italki 
Language Learning 0.5 $0.085 $0.868
9.8% 
61 98
Travellerspoint 
Travelers N/A $0.094 $0.845
11.1% 
62 78
Eons.com 
Baby Boomers N/A $0.076 $0.776
9.7% 
63 100
Shelfari 
Books N/A $0.079 $0.712
11.1% 
64 77
Faceparty 
General 0.2 $0.076 $0.662
11.5% 
65 47
GamerDNA
Computer and Video Games 0.3 $0.069 $0.601
11.5% 
66 44
Ryze 
Business 0.5 $0.069 $0.594
11.6% 
67 32
Bahu 
General 1.0 $0.069 $0.571
12.0% 
68 7
Amie Street 
Music N/A $0.041 $0.415
9.8% 
69 91
Taltopia 
Artists//musicians /creative people N/A $0.043 $0.385
11.1% 
70 76
Open Diary 
Blogging 5.0 $0.037 $0.381
9.8% 
71 92
SocialVibe 
Charity 0.4 $0.037 $0.320
11.5% 
72 39
CozyCot 
Women 0.04 $0.034 $0.300
11.2% 
73 71
Muxlim 
Muslims 0.1 $0.031 $0.273
11.4% 
74 53
Disaboom 
Disabilities 180.0 $0.030 $0.253
12.0% 
75 10
Yammer 
Office Colleagues N/A $0.023 $0.191
11.8% 
77 20
Indaba Music 
Music 0.1 $0.022 $0.182
11.9% 
78 16
DeviantArt 
Art 9.0 $0.020 $0.177
11.3% 
79 65
Broadcaster.com 
Video Sharing, Web cam chat 0.3 $0.019 $0.173
11.0% 
80 82
Faces.com 
Teens N/A $0.017 $0.150
11.5% 
81 48
Athlinks 
Running, Swimming 0.1 $0.014 $0.125
11.3% 
82 61
Wis.dm 
Q&A 0.1 $0.012 $0.108
11.1% 
83 75
Playboy U 
College students N/A $0.010 $0.100
9.9% 
84 87
Kaioo 
General-Non- profit 0.03 $0.011 $0.096
11.8% 
85 22
dol2day 
Politics 0.04 $0.010 $0.087
11.9% 
86 13
itsmy 
Mobile community 2.5 $0.009 $0.080
11.0% 
87 81
Out everywhere 
Gay/Lesbian N/A $0.008 $0.075
11.3% 
88 63
Frindster 
General 90.0 $0.008 $0.064
12.1% 
89 5
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