I don't take Comscore's numbers as the measure of accuracy -  yet Comscore has released information suggesting Big Brand sites can attract more eyeballs than Prime Time TV shows and Magazine web sites.

"…Corporate and brand websites — once derided as "brochureware" in a digital marketing world that quickly moved to sexier applications — are getting a rehabilitation of sorts as their traffic numbers vie with those of many consumer sites in the web's long tail."

In addition, VNU's Nielsen BuzzMetrics show more involvement of influentials with Big Brand sites than Media sites.

"…Visitors to [corporate and brand] websites have a much higher propensity to recommend products," said Pete Blackshaw, chief marketing officer of Nielsen Buzzmetrics, whose research shows more than 40% of people who give a brand e-mail feedback are likely to recommend it to others."

An Advertising Age article goes on to say the reason why the traffic is greater to some Big Brand sites is targeted Email Blast and Banner campaigns.

"….Data from Alexa.com shows significant monthly spikes in traffic to P&G's top websites in the weeks e-mails go out. Through Yahoo, P&G also offers RSS feeds to promotional offers on PG.com and its related Everyday Solutions site.

Such programs help PG.com draw about half its traffic from outside the traditional "corporate-site stakeholders," such as investors, job seekers and news media, a spokesman said in an e-mail. "

Data from Alexa is next to worthless for accuracy - but if there's anything to this story - two things stand out.

    1. Some Big Brands are using Email Campaigns and Viral Marketing more effectively to drive Unique Visitors to their corporate brand sites.
    2. The Web is agnostic - what ever sites offer the best experience for what a search / consumer is looking for will get more traffic.

That's all I get out the Advertising Age article.