Comscore is reporting significant changes in click-through rates for Yahoo! sponsored search ads since the launch of the new ranking model on February 5th (Project Panama).

From the report release:

Using the week ending February 4, 2007 as a baseline for sponsored search click-through rates (i.e. total clicks on sponsored search ads divided by total searches) before the ranking model launched, comScore studied the two subsequent weeks of click-through data to evaluate the impact of the new ranking model. comScore’s data indicate that for each of the two weeks subsequent to the launch (ending February 11, 2007 and February 18, 2007), Yahoo! Sites experienced a noticeable lift in its sponsored search click-through rate. The week ending February 11 saw a 5-percent increase, while the week ending February 18 showed a 9-percent jump.

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