Reality at last intrudes on the fairytale world of website measurement.

New York-based Diameter, a unit of DoubleClick, has teamed with comScore Networks to produce the first table of America’s top twenty sites ranked by the value of visitors' spend.

The netScore Buying Power Index (BPI) measures the total amount spent at each site by the average member of a site's audience, indexed to the total online dollars spent by the average web customer.

For March 2001, the netScore data identifies as leader of the e-tail pack with a BPI of 673. Others ranking high were (610), (513) and (504). Big spenders were also evident within the travel category where hit a BPI of 534 and 502.

News source: Advertising Age - Interactive Daily